Page 1


June, 2011


Volume 3, Issue 1

Exploring the focus of this article

•Like most things, its a matter of balance & we hope to get people talking about this by using a viral campaign on YouTube recently launched, called “Be Nice Online” •What the #BeNiceOnline campaign

script really extends to considering the research & various sources of guidance and advice relating to managing online behavior and protect children from the dangers commonly faced online… Cyberbullying & antisocial behavior online is one of the most prevalent of the risks youth face online. And scarily, this kind of bullying tends to lead to higher rates of suicide in youth too.


With recent news headlines regularly covering the topic of bullying in schools and among youth, it is surprising we do not address the issue of “cyberbullying” at all really, at least among media anyway… Ongoing reports have emphasized and reinforced this apparent ignorance. One report stated that something like 91% of kids, under the age of 18, had at some point or another been the victim of “cyberbullying”. Yet shockingly, only 11% of parents reported to have ever heard the term… In this day and age, it is not enough for a parent to ignore or avoid conversations about behavior online when it comes to their kids.. And we need to remember, more than technology– what we are really talking about boils down to be just another way to kids & adults alike to communicate. “In 2008, 1 in 3 Kiwi High School Students reported to being cyber bullied” - NZ Herald

WHAT IS CYBERBULLYING? Cyberbullying is not unlike normal bullying, yet instead of occurring just in person, technologies & websites can now facilitate bullying from a distance for some kids. Technology now means that bullying not only occurs in the playground but after school and can even follow kids home. With this medium largely unmonitored, bullying online can be hidden even more than traditional bullying and this causes a serious sense of isolate in a large number of cases. In other countries, the talk of suicides in child who were victimised in such ways has been far and wide, we don’t think we need to wait for a Kiwi kid to take their own life before the general public will talk about this issue.

WHAT MAKES CYBERBULLYING ANY DIFFERENT? There are a number of reasons which seem to make the nature & occurrence of Cyberbullying significantly more concerning than even traditional constructs of bullying in many cases. Cyberbullying can be extremely hard to escape. It can also be anonymous & impersonal and those acting as “bullies” don't have to directly experience the pain inflicted on their victim. The virtual invasion of the home and spread of the targeting that these technologies allow is also significantly concerning. Often outside of legal bounds & difficult for the schools to manage, the ubiquitous nature of these medias means that the refuge of ones bedroom even, is no longer safe for kids today. While PM John Key emphasised the duty of care carried out & upheld by schools to provide a safe environment for kids, fact is- bullying is a NZ wide issue and this kind of behaviour is rarely limited just to the playground. Most commonly reported concern by many remains the apparent obliviousness of the parents to these issues. “Bullied kids need to know that bullies are cowards & that what goes around, comes around.“ Deborah Coddington, NZ Herald (10.4.11)

Its more than technology, kids needs to understand that, just like in the “offline” world, when they are “online” they need to use manners and be considerate. While they may think they have the maturity to handle these issues, much of what is concerning us when we talk about these issues is the lack of awareness from these kids that they may not want to have every single thing they write, post or upload online following them around forever! While “digital natives” may continue to shock and surprise us with their innate ability to use these technologies, remember to remind yourself, they do not know a world without the Internet. And in this world, a contract has been turned into a “click” and minors are “signing” them often, even without even parental knowledge, yet alone Adult consent. And did we mention this world. lacked a “King” or “regulator” of any kind, appears to largely be above the law and features public permanence as part of the main show.


The #BeNiceOnline Campaign

News channels broadcast thirteen year old Tori McAuley, bravely calling out her school leaders and even Prime Minister John Key for "paying lip service" to the bullying issue in Kiwi schools last week. Coincidentally, the same night Tori's interview was played on Close Up, the Sweet As Social Media trust also celebrated their launch and showcase of the "YouTube Booth", as part of Youth Week celebrations. Sweet As Social Media Viral Campaign #BeNiceOnline, focuses on building awareness of the significance & relevance of the “cyberbullying� in Kiwi schools. The charitable trust was established to build awareness of the significance and relevance of the "cyber" aspect of bullying in today's contexts. While Tori is indeed very wise beyond her years, she is not old enough to even remember the Y2K Bug! For those of us old enough to remember the dawn of the new millennium, it is difficult to comprehend that these kids literally have no concept of what a world without the internet would be like. While we remember school yard bullying as confined to the playground, for kids today it is constant, intrusive and pervasive, crossing the boundaries of home and school. And very often parents aren't even aware of it.


According to one study, 91% of kids have experienced cyberbullying, while only 11% of parents are even familiar with the term. Even in our limited exposure, kids today do not make a distinction between communicating online or off. They are doing, experiencing and being what kids have before them, but its just now they are doing it digitally and are constantly connected. The recent publicity of cases the likes of Natalia Burgess, dubbed the “Facebook stalker” continue to bring attention to these risks. And with at least 3 reports of kids taking their own lives after being victims of cyber bullying, the 13 year old on National TV speaking out about bullying in our schools and meeting with John Key is not even old enough to know what the "Y2K Bug". Those of us old enough to remember the dawn of the new millennium , can understand the significance of not knowing a world without the internet! We all know kids can be cruel and something about the internet, really plays to that aspect of our human nature and youth.

Parenting in Digital World: Kids & Social Media—19 May, 2011

After having a rather dismal turn out for a Digital Parenting workshop, which admittedly we had been warned about, we drew together the extensive resources and research, guides and support for parents we could fine and compiled the script which we are now using for the campaign. Unable to fund the process of rolling out a campaign such as this where we would actually be able to crowd source the teaching and train others how to train others, in a kind of pay it forward model of delivery.... AT LEAST THREE KIWI KIDS HAVE TAKEN THIER


“Digital Natives” risks pulled together into a script... Digital Natives is the name that the Information & Communications Industry (ICT) call those people who have grown up with technologies . Broadly speaking, it refers to those who do not know a world without the internet.

“SOCIAL MEDIA, IT’S <insert here >“ 6

#BeNiceOnline focuses on building awareness of the significance & relevance of the “cyber” aspect to bullying in Kiwi schools. Cyberbullying & antisocial behavior online is one of the most prevalent of the risks youth face online. …

We know that many children feel


they must suffer alone with these

for delivering the parents materials,

issues, because

they are scared of

having access to these technologies revoked. But more than control or monitoring internet use, important



its more the



Collating the best of what we could find, both online and off, to assist and support parents and assist in trying to make them more confident about parenting when it re-


lates to technology or the internet.

and issues to these kids. After all,

We developed the campaign script

as parents, this issue is less about


the technologies so much and more

There are an extensive arrays of resources, tips, tools and materials freely available for parents in this area and upon hearing and dealing with these issues for several minors bono




upon issues &



suggestions within

these materials.

about the talking...






search and explore these available options. as a result we developed a

Whilst we have not yet secured the funding or sponsorship the need for this campaign, we sincerely feel the issue for these kids is to great to ignore.






nounced this will be a six to twelve month, national campaign that we hope to take into schools and are


What is Social Media? Technically, the distinctive features of “social media” are relatively simple, its about Web 2.0 & User generated content. In layman’s terms, what we mean to emphasise is the relevance of the traditional mainstream, one way and controlled sources of information transfer having been decentralised and distributed to each of us, giving us all a voice.

Social media is the platforms and technology that enable a public conversation while creating a wide variety of user -generated content. At the core of these communications is the ability to build social relationships by listening and actively participating. As social media continues to evolve, marketers must be involved and use these tools to support customers interactions. -Virtual Social Media Social Media Defined in 12 Points -


Does it matter, why & what does it mean to Youth in particular? We celebrated our launch on the 27th May 2011 alongside Youth Week “Celebrate Technology” event & the showcase of our “YouTube Booth” at Massey Community House in Don Buck Rd

We have been asking youth that same question and intend on continuing to do so. This is partly because we are interested and we feel relevance to the industry and commercial considerations and issues we find in the ICT industry need to be highlighted and considered more thoroughly. However we also want to build awareness among the general public of the significance & relevance of this change in societies.

“THE INTERNET MADE THE WORLD DIFFERENT. “ The online world is largely unmonitored and outside the bounds of traditional legal models. With the likes of the Natalia Burgess (aka Facebook stalker) talking candidly and nonchalantly on national TV about going for young naive boys as her targets "because they're easier to trick". Yet at least in this particular case, the local police and community rushed to work out how it could be stopped and what she could potentially be charged with. And all this after only four of her victims came forward, out of an estimated 40 or more in total. And while social networking sites often play to the more sinister side

of human nature, it is the near encouragement of this kind of anti -social behaviour from some sites that has shocked us. And whilst we talk about bullying, we seem to overlook the difference it really makes to not be able to leave the bullies at the school gate anymore. We believe a large part of these problems has to do with the fact that we don't address the "cyber" aspect of this issue, an aspect that the kids experiencing it, take for granted. After dealing with the teenagers who have encountered these problems, we where shocked to find in most cases the schools had been informed, had not informed the parents (even though in one of these case the material constituted child pornog-




Social Media, its;

Treat others the way you would like to be treated.

technically the combination of web 2.0 and user generated content. Decentralised source of information, means the flows of interaction have become two-way. But from the perspective of any "digital natives", as Shizzi said, its "what adults call talking online". When it boils down to it, while different, what we are really referring to is another way to talk to others.

Reports claim 85% of women are annoyed by their facebook friends. 63% of them were annoyed by the constant complaining of others online. Yet, put yourself in their shoes, if it is significantly more than half of us being annoyed, then logically we are likely also the cause of another's annoyance ourselves at times â&#x20AC;&#x201C; remember a time when you had a bad day and something was unjust or inconvenient, and you posted about it and no one said anything. Felt great huh?

The internet has made the world different. For those of us who can actually fathom a world that wasn't globally connected and integrated, technology and ICTs especially have had fundamental roles in changing the way we "live, work, receive information and even where we choose to live". (TUANZ 2009). In New Zealand especially this is incredibly significant, the force of this influence has seen a rapid growth period from creative industries in recent years.

When you see someone getting picked on, have the courage to say something.

The nature of online interactions make the impact of targeting or ganging up on a minority much easier than before. The isolating nature of interaction over the web often means that the sense of despair and "lack of concern" or what appears to be such, to be incredibly traumatic and cruel, especially in the context of the And technology has changed the way we're interacting. school playground. Bystanders make all the difference, but in New While once upon a time we were sending telegrams and then faxes, Zealand especially, we seem more comfortable not endangering while I can clearly remember the introduction of "text language" as ourselves first and foremost. it was in the very first Vodafone NZ campaigns Dad did (JetBoy, JetGirl). While being able to "text" other people added alternatives like And remember, in the online world, things are not always as never before, but now days we can "PM", "DM", "IM", "Tweet", they seem... "Facebook", "Email" or "Google" someone, without even saying a The naivity of children is what makes them particularly susceptible word. to manipulation or risks online, as adults it is important for us all to remind them that when anyone can easily register a domain and set But at the end of the day, its still just about talking... up a website, the validity of it is not automatically transferred. "Information and Communication Technologies" is the industry we There have always been predators in the world, its just that now are talking about in this context, surely the name alone is an indica- they have the advantages of the internet, and the fact many partion of the true essence of what we are talking about here, and that ents leave kids unmonitored online. is just a whole raft of new ways for us to communicate with one another, which we can now do without the limits of physical time or Stop and Think. Cause once you click, you lose control. location binding us any more. With very little if any real digital rights online, it is incredibly important to remember that much of what you put online, regardless of Whether online or off... settings or conditions is in some way relatively permanent and you While many parents seem to be largely overwhelmed by these new may not be able to delete it. For example when you press delete on issues that kids today are facing...but just as you wouldn't take a Facebook, all that is removed is your access to the content, and if child to the shopping centre or park and then not watch over them, you look at the code the "deleted" items can still be made out. neither should you do the same with the internet just as a result of the issues and problems being complex ones. Teenagers are unable Help us to share the message. to comprehend that they may not always want what they do today An ironic thing seems to have happened as I have got more and to follow them forever. more involved in the world of "social media" and related events, the less influence or penetration I can effectively obtain through my Speak to people with respect... own friends and the distribution of network nodes who have not We can often forget how things written may be interpreted differ- previously been connected provides greater impact and influence ently than they were intended, especially relevant online as the when combined, rather than if the two nodes had already been bounds of time and space are no longer fixed in the same way. If connected. Distribute it, pay it forward. the person you are writing to were to read your comment in a different head space than the one you subconsciously assume it will Together, let's show others how to be Sweet As with Social find them in, would it be received in the same way? Media. Be aware of the reality that contracts have been turned into a click, and "terms of service" often waive your rights to any content you Maybe because we feel what we post online to be somewhat abmay host there. Recognise the lack of legal remedies available from stract or "not real", there is a greater tendency for people to appear the Justice system in most such cases, and get others to consider to set out to deceive one another. When it comes to social media, the role and responsibility of the internet sites themselves. Recogtransparency has always been key to success in commercial realms, nise your own powerlessness to protect your own "online lives" and "social interactions" should ensure the same rules also apply once control has been handed over to third party hosting sites. for those who are diligent and concerned about their reputations online.

Don't say things you don't mean.

Tips for Parents & Caregivers MEDIA AWARENESS NETWORK ON CYBERBULLYING “As its name implies, cyberbullying is bullying through an electronic medium, such as a computer or cell phone.


More than anything, we would ask you to compel other parents not to "take away the toys" so to speak when it comes to having problems online, all this is doing is driving the issue downward. The fear of parents removing access is the number one reason kids are not telling an adult when stuff like this happens online.

Internet’s reach and perceived anonymity means that children who might not otherwise initiate bullying may initiate this sort of behaviour, and an unlimited number of young people may become bystanders who perpetuate the victimization as they read and forward harassing messages and/or images.“

SUGGESTIONS FOR PARENTS: “As a large portion of cyberbullying occurs in the home, you must get better informed about your children’s online activities. Get involved and talk to your child about behaving ethically online. It can be difficult for a young person to come forward when being bullied; even to mum or dad. To foster a climate of trust, do not overreact. Do not forbid your child to use the Internet in the hope of eliminating the source of the problem: for your child, this is the equivalent of social death and will leave her or him feeling even more victimized (not to mention the fact that an extreme reaction such as this will probably cause your child to avoid confiding in you again when feeling threatened). “



“YouTube Booth” & Taking the Campaign Script to the streets… We wrote a campaign script that touched on the primary pieces of advice we found throughout the material on preventing or managing cyberbullying from all over the world and the kind of "common sense" factors that perhaps due to generational differences and the "virtual realities" of kids today, require us to once again consider readdressing. Having written it up, we went to a friends house and got their gorgeous six year old, Shizandra Bowden, who had told us she had now decided she wanted to be an actor, and asked her to read the script on camera for us. She did amazingly well, especially when you consider that was her first read through! We have since set up a charitable trust, held a youth week event and celebrated our launch and showcase of the "YouTube Booth" and announced what we hope to be a six month or year long campaign...

Uploading it to YouTube we also set up a website with Tumblr and bought the domain and uploaded the script asking for others to read it and record it and also upload their versions… In the Booth, we asked people to help us share the message by reading the whole or part of our campaign script, with a prize pack up for grabs for the top video of the week/event. With each of the script sections recorded by different individuals, we have been able to mix and edit the videos already obtained into a complied video mash which represents the script outlined for the campaign.


The result of which we hope will be a series of 45 sec mixed edits of this script which we intend on trying to create airtime for on mainstream media channels and another, more impressive youth week event focusing on celebrating the opportunities and possibilities that the internet brings youth such as the one we attempted this year without any funding or financial assistance and passed off purely on "social currency" alone. The result so far can be seen in our first "Mash Up Edit" here which actually features Minister Paula Bennett

All the other camera footage from our booth, and I mean ALL, can be found on our YouTube channel (user name: sweetassocial). We have included the screenshots from videos used in this compilation which have been included to the side here, or you can check out our latest video on our YouTube channel (http://



We have now had the “YouTube Booth” running at two events now and both have provided us some pretty key learning's. However both have also provided us some key opportunities to engage with the general public, both those who were and weren’t willing to get in front of the camera.

What do you need for a “YouTube Booth”, technical requirements (current shortages) & extras?

Requires one hour preparation time to do required trial runs etc. The booth in this set up at a standard event requires 4 booth operators. EQUIPMENT REQUIRED FOR SETUP:

•3x White Rice Paper Blinds (Velcro between the adjoining edges)

•1x Round Carpet Diameter 1.5m •2x Laptops (1 for recording, 1 for projecting, editing titles etc)

•Power boards/extensions •Projector, Screen & Stand •Webcam, Microphone & rec light •UV Barrell Blacklight •Camera Tripod & remote •Posters (set of 5 make up set) •Callout cards, copies of script •Info sheets, waiver sign in book •2 x Flip cameras or camera phone •YouTube Booth shirts & lanyards •Pens, Youth Privacy brochures, Spot Prizes & giveaways & “I went in the YouTube Booth” stickers

Sweet As Social Media Youth Society & School Tours: Decentralizing the lessons for young & old alike

We have a real shortage of hands on this MASSIVE project, and considering we are fighting for the rights of youth, and so many of them are passionate about such a cause, we felt it was best for us to properly get some of them to help us. We have standardised the Digital Parenting presentations for Parents and Caregivers and want to get a group of youth together as an incorporated society to work alongside us to work out how to best teach other kids how to teach others, including their parents. Being able to identify, locate and engage with youth required to pull off this campaign is going to be paramount with this. We hope to also establish a NZ equivalent to the UK’s Cyber Mentors which enables kids to mentor each other with the kind of issues they are not comfortable talking about with elders to at least have some support available to them and we have someone who can let others know when there is a problem they can not handle. It is our intention to continue working with agencies such as Netsafe and Youthline , who have already produced a range and variety of resources often under utilised. #BeNiceOnline Campaign Script SOCIAL MEDIA…IT’S <INSERT YOUR VIEW HERE> THE INTERNET MADE THE WORLD DIFFERENT. AND TECHNOLOGY HAS CHANGED THE WAY WE’RE INTERACTING… BUT AT THE END OF THE DAY… ITS STILL, JUST ABOUT TALKING.










What’s coming next? In the following week we will be working on the YouTube campaign again through social media channels to try and initiate some international contribution of recordings for our #beNiceOnline campaign ahead of this months Social Media Club industry networking event where we hope to engage and inform this professional community of our project and campaign. Event organizers for this and other events have been in touch and shown interest in having the booth or the campaign highlighted as part of their event efforts so we expect it will be a busy few months.

How can I participate in the campaign? There are vast numbers of ways you can assist us depending on what you are willing to do or capable of offering... We would love for your support and following on our content online, so please check out the website where one can register for email updates, “like” us on Facebook ( ) and/or “Follow” us on Twitter (), you can also subscribe to us on YouTube ( ) Using our version of the provided script alongside Netsafes cyberbullying outline as a guide, its up to you if you want to create your own script, pull lines out of ours and add/change parts or just read a section or part of our script on camera. We actually held a "digital parenting workshop" but as far as we can tell parents are largely overwhelmed or don't know what to do and as a result we developed a standardized presentation format for delivering the parents materials and collated the best of what we could find online and offline to assist and support parents and try and make them more confident about being

Being able to identify, locate and engage with youth required to pull off this campaign is going to be paramount with this, as will obtaining the corporate sponsorship and backing of those who are able to financially assist the campaign are currently our highest priorities.

Today's youth do not seem to make any distinction between talking to others online or off. Nor do they make any distinction when it comes to bullying, which is understandable considering the idea of a world without the internet is an abstract and unfamiliar idea to moden youth. With bullying again a newsworthy issue for mainstream media. We were surprised when Tori McAuley, the 13 year old student who had the opportunity to speak with John Key on the matter, was interviewed on Close Up, no mention was made of the fact that these issues are "digital" now. Despite Tori clearly being wise beyond her years, we suspect she would not be able to remember what the Y2K Bug was! Schools are finding it increasingly more difficult to overcome these ongoing and prevelant issues for Kiwi youth.Yet this should be no surprise to a government that has for years, been stating their intentions to outpace and exceed the UK in becoming an e-democracy after e-government is set to launch in 2020. John Key has been making statements reminding schools of their "duty of care" to provide children with a safe environment – while meanwhile he has a thirteen year old advising him on what, as a country and a society, we should do to address the bullying issue in Kiwi schools. The majority of Kiwi parent appear to have as yet overlooked the significance of this social change, and still don't appear confident to extent their parenting in to the "online arena". NZ youth suicide rates continue to be among the worst in the world, with three suicides linked to cyber-bullying in NZ reported since 2002. Kids worldwide continue to get to the point where they feel taking their lives is the only solution. Yet with Kiwi youth silently suffering from digital ills such as cyber-bullying, no one seems to be making the importance of this factor apparent to those in a position to have influence over the issue. Despite these issues being of concern to many of the parents we have had a chance to talk to, agencies like Netsafe have been experiencing the same frustrations we have for years now. With parents lack of interest in the issue reported to us not only in the research literature, but emphasised to us by literally all those we have come across working in these kind of fields.


When you grow an apple from a seed you never know what type youâ&#x20AC;&#x2122;ll get. So each apple is unique. This website holds the information for you to make your own apple story. Whether it is by finding a new sports club, getting some mentorship or helping to save the environment, we each have the ability to grow and make change.

YouthworX has partnered with over 160 organisations working in the youth sector to create Appleseed, a website which is intended to support young people by providing a directory of relevant information. Find and gather information to help create your own apple story. Inspire others with your adventures and witty insight, become a seedfeeder, aka an Appleseed journalist.


Whatâ&#x20AC;&#x2122;s next?? In the following week we will be working on the YouTube campaign again through social media channels to try and initiate some international contribution of recordings for our #beNiceOnline campaign ahead of this months Social Media Club industry networking event where we hope to engage and inform this professional community of our project and campaign. Event organizers for this and other events have been in touch and shown interest in having the booth or the campaign highlighted as part of their event efforts so we expect it will be a busy few


Sweet As Social Media Society, Training & Mentoring The next step for us will be coordinating a group of young people and establishing an incorporated society where we will mentor a group of selected youth from the community and train them to be prepared and confident for the workforce. Understanding the overwhelming task of having to work out what you want to do when you leave school, we expected the every increasing changes in technology and society have made this even harder in recent years for youth.

We know from first hand experience how the internet and technology can open doors and give you access to opportunities s that otherwise would be unattainable

We would like to assist then in this process, while encouraging them to use what they have to achieve what they want. Hoping to inspire passionate young Kiwi's to do great things a mist the context of a turbulent and ever changing world. Being able to identify, locate and engage with youth required to pull off this campaign is going to be paramount with this, as will obtaining the corporate sponsorship and backing of those who are able to financially assist the campaign are currently our highest priorities. Glogster is a website which enables â&#x20AC;&#x153;digital postersâ&#x20AC;? to be created, exchanged and showcased. Its applications in a educational setting where apparent for the outset and they have a GlogsterEdu edition. We created a range of GlogsterEdu projects which enable students to submit assignments, none of which we are yet to receive however, we continue to try and engage Technology teachers and other high school staff to consider using trying them out... potential we would be so brazen even as to suggest maybe a teacher somewhere could get their class to give them a try on one of our many example projects, such as: What is Social Media & Why Should I care? or Be Nice Online, both can be found at http://

We get to go to some cool events and run the booth, but we need more hands! Its fun work really, and you guys are our target market so if its not a gig you donâ&#x20AC;&#x2122;t want to be at, chance are there is no point in us being there!



Competition Prize Packs & Giveaways… Sport Waitakere have been incredibly supportive of our campaign, offering us prizes and borrow gear from the outset! A boutique consulting agency based in Waitakere City, these guys specialise in Social Media Policy & Planning and Online Reputation Management, with consultants from legal, IT and management are These guys very generously gave us a free $250 worth of printing as a new charity that just registered offered us PRO LICENSES for our prize winners packs of their “Digital Diary”


Weekly Prizes for the best video recorded of the #BeNiceOnline campaign message This prize is awarded to the video that can capture the essence of the message itself so it can be completely different to the #BeNiceOnline message if you like, but please be aware that will mean that it will not be able to be eligible to go into our script collection for TV campaign edits or monthly mash ups. To be eligible for the weekly prize ensure you post a link of your video to the Sweet As Social Media page on Facebook .(http:// or email us (

Monthly Prize Packs for the best video mash of the campaign script Using at least three different videos, make a video mash of your own that captures the #BeNiceOnline Cam-

paign script and post a link to us and you can be eligible for one of the monthly prizes awarded based on viewer votes and number of video views. Thanks to all those w h o h a v e donated prizes and giveaways for the campaign, your support is greatly appreciated!


Relevant Prize Packs following YouTube Booth Appearance

For the events which we take the YouTube booth along to as a feature, we will require two additional prize packs, both relevant and related to the event itself. One for the top video of the event (as voted by viewers)- this prize should relate to the band for example. Another will be awarded for the best edit of the campaign script from the events videos (as submitted to our Facebook page, selected by user votes) this prize should relate to an upcoming event or future appearance for example. (Prizes required based on events attending)

In-School Campaign & Prize Packs It is our intention on working in conjunction with Sam and the guys from Diesel Phoenix to establish the kind of tour they have just returned from in Australia, carrying the antibullying message along with them. We are hoping we can then utilise this set up and kind of event in the schools to obtain buy-in and interest from the youth. Similar to the outline above for an Event Prize pack, when attending a performance within a school, two prizes would be also required.

These guys where the first ones to record a video of our script for us with Jake representing the team

@MrWhippyWestAkld uses twitter to broadcast locations and requests, we asked for them to support us for our launch and Richard hung around despite our slow foot traffic at times!

Netsafe Cyberbullying Support & Information Site

Cyberbullying information and advice for young people The information in this guide appears online at

What is cyberbullying? Cyberbullying is bullying. It's using the internet, a mobile phone or other technology like a camera to hurt somebody or embarrass them.

What does cyberbullying look like? Bullying on the internet or mobiles can include many things, like being sent anonymous text messages to your phone, posting nasty or threatening comments on your Bebo or Facebook page or sending mean or embarrassing photos or videos of you to other people. Cyberbullying can involve people spreading rumours about you and scaring you. Sometimes people may try to stop you from communicating with others or they may hack and steal passwords for your online accounts.

Is cyberbullying a big deal? No one likes to be bullied or harassed. Cyberbullying takes many forms and some of these may be harder to deal with than others. Depending on the situation, some young people are able to sort it out quickly, or simply shrug it off. Other situations may be more serious. About 1 in 5 NZ high school students say they have been cyberbullied and many say it makes them feel scared, depressed, angry or ashamed. If you get sent nasty messages outside of school time sometimes it can feel hard to escape the bullying. Some people say it’s worse if you can't tell who the bullying messages are coming from. Posting mean or nasty pictures or videos of people online can embarrass them in front of their school and spread quickly out of control. If you post altered pictures of people online these can exist long after you delete them and can also be used as evidence by teachers and police.

What can I do to prevent cyberbullying? •Be careful who you give your mobile number to and don't pass on friends' numbers without asking them first. •Don’t respond to texts from people you don’t know. These can often be sent randomly to find people to bully. •If you witness cyberbullying try to help the victim. You can offer them support, or report the bullying anonymously if that feels safer. •Don't post revealing pictures of yourself or others online - they may get sent on and used to bully you or other people. •Keep your online identity safe - create strong passwords with a mix of lower and upper case letters and numbers. Pick difficult answers for your “secret question” on your accounts that people who know you wouldn’t easily guess. •Don't share your password with anyone even your friends.

What can I do if I am being cyberbullied? •Tell people you trust - a good friend, a parent, or a teacher. They will want to help you stop the bullying quickly and safely. •Do not reply to the people bullying you, especially to text messages from numbers you don't know. •Save evidence of all bullying messages and images. You can save messages on your phone and take screen shots of bullying on websites or IM chats. This may be used later if you report the bullying to your school or the police. If the bullying online or on your mobile involves physical threats, like threats to hurt or fight you, contact the police. Making threats of harm is criminal behaviour in New Zealand. Bring in any evidence you have when you meet with the police (messages stored on your phone or print outs of screenshots). If you are worried about your safety contact the Police immediately.



Netsafe Cyberbullying Support & Information Site Cyberbullying at your school

Cyberbullying on mobile phones

If you think the people bullying you are at your school tell the Principal or Deputy Principal as soon as possible. Schools in New Zealand want all students to be safe and teachers want to help stop bullying.

If they are receiving bullying text messages or calls they should tell their mobile phone company. If they already have evidence of bullying texts the company should be able to take action. Report the abuse and ask them to take action.

Cyberbullying on your favourite websites Report internet cyberbullying to the website where the bullying took place - usually there is a “Report Abuse” button or "Safety" link.

Cyberbullying on IM If you can, block the bullying messages coming through. Take screenshots of any nasty messages sent to you and save them as evidence.

Cyberbullying and your mobile If you are being bullied on your mobile contact your phone company. Report the abuse and ask them to take action. Managing Cyberbullying from 3 sides youth, parents & teachers

Parents Guide to cybersaftey

Young Kids, Digital Citizenship

What can I do to help someone being cyberbullied? If a friend comes to you for help reassure them that they've done the right thing by talking with someone. Tell them not to reply to mean or nasty messages. Make sure they save the bullying messages on their phone and/or take screenshots of website and chat abuse. This is important so that proof of the bullying is recorded and can be used as evidence later on. If you see that someone is being cyberbullied, contact them and let them know that you support them. This can help them feel less isolated. Reporting the cyberbullying to someone who can help, like an adult you trust or to the website where the bullying is happening. You can do that anonymously if you want to protect your identity.

Cyberbullying at school Does the bullying involve people at school? If you think so tell the Principal or Deputy Principal as soon as possible. Schools in New Zealand want all students to be safe and teachers want to help stop bullying.

When to call the police If any cyberbullying threatens harm ‐ like hurting or fighting ‐ this breaks the law. Save the evidence and contact the Police.

What if I'm scared about getting involved? If you witness any form of cyberbullying but are worried about helping you can still do the following: • If you see cyberbullying online then report the problem anonymously to the website where bullying takes place. •You can also try to talk to the target of bullying away from an audience. Bystanders who support people being bullied can make that person feel less isolated.

‘At a Distance’ – standing up to cyberbullying Watch the New Zealand made short film about cyberbullying at -a-distance-film/

Netsafe Cyberbullying Support & Information Site

Cyberbullying information and advice for teachers and principals The information in this guide appears online at

What does cyberbullying involve? Bullying in 'cyberspace' covers the use of the internet or other devices like mobile phones, cameras or game consoles to do any of the following: • Send anonymous texts or picture messages to a mobile phone • Post nasty or threatening comments on the victim’s social networking profile on popular websites like Bebo and Facebook • Hack existing website accounts or create fake profiles for people they want to intimidate or embarrass. • Circulate photos or videos of people they are targeting – these can be real images or digitally altered to cause offence or embarrass the victim. • Scare or embarrass their victims and victims may feel upset or ashamed. • Spread rumours or try to isolate others using this new technology.

How is cyberbullying different to other forms of bullying? Cyberbullying is bullying. But where face-to -face bullying ended when the target got home from school or work, cyberbullies can use the internet or their mobile to continue attacks on victims at any time of the day or night.

Young people are growing up with access to more and more technology, often using the internet and mobiles as the main way to reach friends. If threats continue outside of school it may make the target feel like there’s no escape. If messages are sent anonymously this can make the bullying feel more intimidating. And if the bullying occurs online the harassment can be intensified, especially if public hate pages or embarrassing videos are passed around the school community.

The effects of cyberbullying

Reporting Crimes Online (The Orb)

Students who were bullied were around 3 times more likely to be anxious and depressed than students who did not report being targeted by bullying (Youth 2000 study). UK research (Smith, 2008) found that the effects of cyberbullying were similar to face -to-face bullying, and that some cases (i.e., those involving videos of the target) may be worse than face-to-face bullying experiences. The all-day/all-night potential of cyberbullying can be associated with particularly high distress and negative student outcomes.

Automated ICT User Agreements

Cyberbullying and the law

Basic Online Security Tips

Cyberbullying can be a criminal offence under a range of different laws, including sections 249-252 of the Crimes Act. The age of criminal responsibility in New Zealand is 10 years. If young people commit an offence they may face warnings, police diversions, or a Family Group Conference.

Netsafe Cyberbullying Support & Information Site Young people over 16 who commit an offence are treated as adults by the courts. Education Law in New Zealand (Education Act 1998) includes the National Administrative Guideline 5, which says that schools are to provide a “safe physical and emotional environment for students”. This includes addressing behaviours (such as cyberbullying) that occur outside school but which have implications for student’s well-being while at school.

What can I do to prevent cyberbullying amongst my students? Cyberbullying is bullying. Apply school policy on bullying to cyberbullying.

Classroom interventions •Continue to promote safe and responsible use of technology in your learning environment •Develop a “class contract” with your students that includes appropriate behaviour online/on mobile both inside and outside of school time. •Ensure all students understand your school’s ICT Use Agreements (templates are available from NetSafe). •Make sure parents and caregivers are informed about what cyberbullying means and that it is not tolerated among your students. •Create a pledge in your classroom to be positive bystanders For more advice on staying safe online see our NetBasics website and links to popular New Zealand websites and services at http://

Are 'bystanders' important? Bystanders are people who do not start a bullying situation but see it happening. Bystanders can help or hinder bullying situations. 75% of peer (bystander) actions in a UK study (O’Connell, Pepler, & Craig, 1999) were successful in stopping bullying.

The 4 types of bystander There are four types of bystanders (Salmivalli, 1999): * Assistants: join in on bullying and help the bully * Reinforcers: laugh and encourage the bully but don’t personally attack the target * Outsiders: don’t get “involved”, but see it happen * Defenders: Try to stop the bullying on behalf of the target

How bystanders can help Defenders can be very effective in addressing cyberbullying situations. Cyberbullying defenders can avoid the physical dangers of intervening in face-to-face bullying situations. Bystanders can intervene anonymously – by telling someone/reporting abuse – and secretly – by talking directly to the target without an audience. Bystanders to a cyberbullying situation help the person being bullied by letting them know that they support them. Bystanders can save the evidence of the bullying and report the bullying to someone who can help (e.g., a principal at school, a parent or caregiver, etc.).

Recently the Privacy Commission released an additional support agency called Youth Privacy, focusing on building attention to what information you really own online.


Other Sites, Services and Support to keep youth safe online & parent’s equipped to be able to guide & support The team from Skip’s have some amazing resources. They offer strategy and support generally for parents in New Zealand. When we ordered stuff from them, not only did they have very nice looking professional A1 size posters, but they also had height charts, wall freezes, badges, balloons etc and also wee handbooks covering the standard issues parents struggle with. They have a few which we particularly felt had cross over in this area of “Digital Parenting” whilst not titled as such. These were the likes of “Keeping our Kids Safe”.

That's Not Cool is an awesome website from the Broadcasting Standards Authority...

Cyber Mentors is a UK Initiative where

Be Nice Online Project Organiserâ&#x20AC;&#x201D;Jess Maher - 022 671 4060

Sweet As Social Media | PO Box 79042, Royal Heights, Waitakere City 0656 | | 09 832 3188 |


| Volume 3, Issue 1 S WEET A S S OCIAL M EDIA June, 2011 • What the #BeNiceOnline campaign script really extends to considering the research...