High School Students: Teenagers in grades 9–12 are at the center of the campaign They are the most likely to witness or experience bullying in their daily school life Many are active on social media, influenced by peer behavior, and developing a sense of identity and values
Teachers & School Staff: This group plays a crucial role in preventing and addressing bullying They serve as role models and enforcers of school policy Engaging educators ensures the message is supported and reinforced throughout the school environment.
Product (Anti-School Violence)
“Be a Buddy, Not a Bully” is an awareness and prevention campaign that promotes kindness, inclusion, and respect among high school students and teachers It aims to:
Reduce verbal, physical, and cyberbullying
Encourage positive behavior through peer-topeer support
Provide resources and training for teachers to identify and address bullying
Create a safer, more inclusive school culture
Market (Geographic Location)
The campaign will launch in McAllen and Mission, two neighboring cities in the Rio Grande Valley of South Texas These communities:
Have diverse student populations, with many bilingual households
Face unique socioeconomic challenges that can influence school culture
Have strong ties between schools, families, and local organizations making community-based efforts more effective
Are served by independent school districts (e g , McAllen ISD and Mission CISD), which present opportunities for direct collaboration and integration into school programming
SWOT
Strengths
When it comes to school violence, having a strong sense of community is important because without A strong sense of community is a powerful tool in preventing school violence because it fosters connection, accountability, and early intervention all of which are critical to maintaining a safe and supportive learning environment. Here's a breakdown of why this matters:
Promotes Belonging & Inclusion
Encourages Open Communication Increases Accountability Builds Positive Relationships
When students feel like they belong and are valued members of a school community, they're less likely to feel isolated, alienated, or marginalized emotions often associated with perpetrators of school violence. A sense of community helps ensure that every student has supportive relationships with peers and staff, reducing the risk of emotional distress escalating into aggression or violence.
In schools with a strong community atmosphere, students are more likely to speak up if they notice something troubling such as a peer making threats, showing signs of depression, or engaging in dangerous behavior. This " see something, say something" culture only works when students trust the adults around them and feel safe doing so.
In a close-knit community, students, teachers, and staff tend to look out for one another. This shared sense of responsibility makes it harder for warning signs of violence to go unnoticed. Individuals who may be struggling are more likely to be identified and supported before their issues escalate.
Positive relationships between students, teachers, and school staff create a foundation of trust and respect. This can de-escalate conflicts early and prevent situations from becoming violent. When students feel respected and cared for, they are less likely to act out in destructive ways.
SWOT
Weaknesses
Without proper training, staff may interpret policies and procedures differently, leading to inconsistent enforcement of rules or support measures. This undermines the credibility and effectiveness of the campaign.
Teachers and other staff may lack the skills to de-escalate potentially violent situations or to recognize early warning signs. This can result in missed opportunities for intervnetion and increased risk of incidents.
Poor communication within the school can also hurt the campaign. If communication is unclear or infrequent, students, staff and parents may not fully understand the procedures or available resources of the campaign. Furthermore, anti-violence campaigns require coordination among school staff and external partners. This can reduce efficiency in the campaign and lead duplication or gaps in services.
Lack of training for substitutes for serious situations is a serious weakness because substitute teachers will come and go and sometimes will not make connections with students and other staff that is needed in this campaign. If they are not trained in violence prevention protocols or crisis response, it disrupts the continuity of the campaign’s implementation. Untrained substitutes may not recognize warning signs of violence as well. This can lead to delayed, ineffective or even harmful responses. A substitute’s lack of preparedness can also compromise the rest of the safety of students and staff in case of emergencies.
Pre-existing peer pressure and bullying may promote the behaviors this campaign is against. If these issues continue post-campaign, then it will reduce it and make it almost unusable. Victims of bullying or peer pressure may continue to feel unsafe speaking out or participating in the campaign and can discourage reporting, isolate individuals and allow violent or harmful behaviors to go unchecked. This also reinforces negative norms such as aggressive behavior, exclusion or intimidation. If students are used to this, then they are less likely to engage with or support the campaign.
SWOT
Threats
Gang violence in areas hurts the campaign because it introduces external influences that can influence the students behavior, increase conflict spillover and intimidate some students. Students who live in communities affected by gang activity may be exposed to violence, intimidation, or criminal behavior outside of school. Gang-related can also cause tensions or rivalries from the community can carry over into the school environment.
Lobbyists can influence school policy and funding, shift the resource allocations and cause political polarization. Lobbyists representing interests that conflict with the goals of the anti-violence campaign can shape legislation and policies that weaken the campaign’s foundation. Powerful lobbyists can also take away funding for mental health services and violence prevention programs. The campaign may also lose support or stall progress if entangled with a lobbyist.
Online bullying is also an external threat due to it going beyond the classroom, escalate emotional or psychological harm and increase bystander inaction. Cyberbullying allows harmful behavior to occur 24/7, beyond the physical boundaries of the school. Online bullying is often persistent, anonymous, and public. Because online bullying often happens in group chats, social media, or anonymous platforms, many witnesses may feel powerless or afraid to report it. This normalizes harmful behavior and reinforces silence rather than intervention.
Overcrowding in schools can increase tension, reduce supervision and limit effectiveness of all initiatives. Tightly packed classrooms, hallways, and common areas can raise stress levels and lead to irritability, frustration, and conflict. With too many students per teacher or supervisor, it becomes more difficult to monitor behavior effectively. Overcrowded schools often stretch counselors, psychologists, and social workers too thin. This reduces the availability and quality of mental health support, making early intervention and long-term care less effective.
Objectives
Raise awareness of violence and its warning sign in order ot educate students, staff and families on the early signs of violence. Through use of engaging contents and events we will be able to spread our message thoroughly .
Promoting a safe and inclusive school environment is our next objective, having a community who values respect, empathy and support where all students feel seen, heard and protected.
Encouraging reporting and intervening will empower students and give them a bigger voice. Making sure the staff and students have easy access to report any harmful behavior they may have witnessed or suspect someone of doing negativity will aloow for clear reporting systems.
Finding the best way to leverage social media for positive influence, using platforms like Instagram and TikTok to share campaign messages, student voices, and educational content that spreads awareness and promotes non-violent choices.
Finding the bes way to provide access to mental health and support services by highlighting and expand access to counseling, peer support groups, and wellness resources to address root causes of violence and help students cope with stress or trauma.
Campaign Ads
Printed poster
Campaign Ads
Social media: Instagram post
Evaluation
1. Survey Results (Before vs. After)
We will conduct short, anonymous surveys with high school students and teachers both before and after the campaign. These surveys will measure:
- Awareness of bullying issues
- Willingness to stand up or speak out
- Comfort in reporting bullying to adults
- Perception of school environment (safe vs. unsafe)
2. Social Media Metrics
We’ll track engagement on all campaign-related posts and hashtags. Metrics include:
- Post reach and impressions
- Likes, shares, comments, and saves - Student-generated content using campaign hashtags (e.g., #BeABuddy956)
3. Stakeholder (Teacher/Admin) Feedback
We will collect feedback from school staff through a brief form or discussion at the end of the campaign. Topics will include:
- Student behavior or attitude changes they observed - Effectiveness of the materials and messaging
- Suggestions for improvement or expansion
Budget & Calendar
The campaign is designed to raise awareness, foster inclusivity, and equip high school students and staff with tools to combat bullying. Spanning three months, the initiative combines educational materials, school-wide activities, and community involvement to drive real impact.
March: Laying the Foundation
Planning & Material Design – $75
DIY tools and resource materials were created for posters and handouts.
Survey Creation & Distribution – $25
Student surveys were developed to assess current bullying issues.
Teacher/Admin Meeting – Free
Educators were briefed on campaign goals and support strategies.
April: Awareness & Engagement
Poster Printing – $150
Visuals placed throughout the school to reinforce key messages.
Stickers or Buttons – $100
Distributed to students to show support for anti-bullying efforts.
Social Media Content – $50
Digital posts and stories shared on school platforms to expand reach
Kickoff Event – $150
A school assembly launched the campaign with student speakers and performances
Mental Health Workshop – $150
Provided students with tools to manage stress and practice empathy.
May: Evaluation & Reporting
Post-Campaign Surveys – $25
Measured changes in student attitudes and awareness.
Teacher/Admin Feedback Forms – Free
Gathered insights for future improvement.
Final Report & Presentation – $50
A closing presentation summarized campaign impact and outcomes.
