BE A BUDDY NOT A BULLY--Plans Book

Reducing School Violence

BE A BUDDY NOT A BULLY CLAUDIA RODRIGUEZ - MALIA MORALES - SUHEIL VAZQUEZ - ANNA FRIDA GRØDEM - ASHLEY GARCIA

Index: Page 1: Situational Analysis Page 2: Research Page 4: SWOT Analysis Page 9: Objectives Page 10: Creative Strategy Page 11: Media Strategy Page 12: Campaign Ads Page 16: Evaluation Page 17: Budget & Calendar

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Situation Analysis Consumer/Target Audience The campaign targets two key groups: 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

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Research Teacher/Staff Members Question 1: On a scale of 1-5, how safe do you feel at your school?

Question 2: In your opinion, what are the most common types of violence or disruptive behavior you’ve observed on campus?

Question 3: Have you received adequate training on how to handle violent or emergency situations at school?

Question 4: What strategies or programs have been most effective in reducing conflict among students?

Question 5: What additional safety measures would you like to see implemented at your school?

Question 1:

Question 2:

Students Question 1: Do you feel safe in school?

Question 2: Do you know how to report a safety concern at school?

Question 3: Do you think your school has enough security measure in place?

Question 4: Would you feel comfortable reporting a potential threat to a teacher or staff member?

Question 5: Have you ever witnessed violence or a serious conflict at school?

Teacher Results: Question 3:

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Research Results The school safety survey shows most students feel moderately safe, with 67% rating their safety at level 3.

Top issues include physical fights, verbal bullying, and cyberbullying. While all students feel somewhat prepared for emergencies, they want more training. Suggested improvements include conflict resolution workshops, a stronger security presence, mental health resources, and an anonymous tip line. Overall, students feel safe but need more support to strengthen safety.

Question 3:

Student Results: Question 1:

Question 2:

Question 4:

Question 5:

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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.

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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.

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SWOT Opportunities Increasing student access to mental health and counseling services would help strengthen prevention, intervention and long-term support.

Expanded access enables school counselors and mental health professionals to identify students that are at risk of violence. Many behavioral issues stem from unaddressed trauma, stress or mental health conditions. Providing support helps the students manage the emotions and reduce the likelihood of violent behavior. Access to it will also create a more caring and inclusive culture for students.

Students are the ones most directly affected by school safety issues, and those with strong opinions will most likely speak up about the issues and their own opinions on the subject. When students feel that their voices are heard and respected, they are more likely to engage with and support the campaign.

With the improvement of technology and security protocols, this can be a great opportunity for prevention and response cabilities. Tools such as surveillance cameras, anonymous reports apps and more inventions as time goes on. With an upgraded communication systems, such as lockdown alert tools, two way radios or school notification apps, this can ensure faster coordination and clearer responses during crises.

Technology can also collect and analyze trends in behavior incidents helping school in high-risk ares.

Improvement of student-teacher relationships would strengthen the social fabric of the school by increasing trust, open communication, create a positive school atmosphere and encourage a proactive behavioral support system.When students feel comfortable with teachers, they’re more likely to report bullying, threats, or emotional struggles. Strong relationships foster a sense of psychological safety, making early intervention more likely. Positive student-teacher relationships contribute to a respectful, inclusive environment where violent behavior is less likely to develop. Teachers who know their students well can identify changes in behavior, mood, or social dynamics more quickly. This awareness allows for proactive support before issues escalate into violence or conflict.

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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.

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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.

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Creative Strategies As part of the campaign, a series of targeted posts will be created and shared to help teachers recognize clear warning signs that could indicate a risk of future violence. Each post will focus on specific behaviors, emotional changes, or social patterns that often precede violent actions, providing educators with practical, easy-to-spot indicators. By breaking down these signs into accessible, straightforward information, the campaign will empower teachers to intervene earlier and more effectively. This ongoing resource will not only raise awareness but also strengthen the overall safety net within the school community, ensuring that potential threats are identified and addressed before they escalate.

To address the growing impact of digital platforms, the campaign will include a focused series of posts that educate teachers, staff, and students on recognizing online and social media threats. These posts will highlight common warning signs that could signal a risk to school safety.

By raising awareness about the digital behaviors that often precede inperson incidents, the campaign aims to bridge the gap between virtual and real-world safety. Equipping educators and students with the tools to identify and report online threats is essential to creating a comprehensive, modern approach to violence prevention.

As part of the campaign’s outreach strategy, the use of visually engaging flyers and well-organized events will play a key role in raising awareness and encouraging participation. Flyers will be distributed throughout the school and surrounding community to promote campaign messages, highlight key safety tips, and advertise upcoming events.

These materials will serve as constant visual reminders of the school’s commitment to preventing violence. In addition, events such as safety workshops, peer-led discussions, guest speaker sessions, and interactive activities will create meaningful opportunities for students, staff, and families to engage with the campaign. Together, these tools will help build momentum, spark dialogue, and strengthen a sense of unity and shared responsibility for creating a safer school environment.

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Media Strategies Instagram Instagram will be a central platform for the campaign’s digital outreach, using a mix of visual storytelling, informative content, and interactive engagement to reach students, teachers, and the wider school community. The strategy will include a consistent posting schedule with a variety of content types on warning signs of violence, student testimonials, mental health tips, behind-the-scenes from campaign events, and reminders to report unsafe behavior.Hashtags specific to the campaign will be created to unify posts and make the message easily searchable. Collaborating with student leaders or influencers within the school can also amplify reach and credibility. Through these strategies, Instagram will not only serve as an information hub but also foster a sense of community, encouraging students to actively participate in creating a safer school environment.

TikTok TikTok will be used as a dynamic and creative platform to engage students in the anti-violence campaign through short, impactful videos that resonate with their daily digital habits. The strategy will include using trending sounds, challenges, and storytelling formats to communicate serious messages in a way that feels relatable and authentic.Educational content will be blended with humor, emotion, and creativity to maintain engagement while still delivering meaningful takeaways. By meeting students where they are and speaking in a tone they relate to, TikTok can be a powerful tool for building awareness, promoting positive behavior, and giving youth a voice in making their school safer.

Campaign Ads Printed poster

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Campaign Ads Social media: Instagram post

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Campaign Ads Social media: Facebook post

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Campaign Ads

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Social media: TikTok Post Link to videos: https://www.canva.com/design/DAGmKJ8Uvw/ekA8J6lXr7cXL0fAtiIkPA/edit? utm_content=DAGmKJ8Uvw&utm_campaign=designshare&utm_medium=link2&ut m_source=sharebutton How to prevent How to stop violence from bullying. happening

How to stop an ongoing violcnce

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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

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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.