Proposal Pitch Document

ANTI-BULLYING
CAMPAIGN 2015
For Primary & Secondary Schools
By Sharmila Aafreen
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CONTENTS
Section 1: Te Local Social Issue

a. Odd Couple Te Rationale ............Page 3
b. About School Bullying In Singapore ....Page 4, 5
c. Brief Synopsis of Research on Prevalence of Bullying......Page 6, 7
Section 2: Defne Outcome
a. Target Audience..............Page 8
b. Persona ..................Page 9
Section 3: Te Concept Ideas
a. Developments and Sketches...Page 10, 11
b. Key Design Direction
i. Initial Concept Idea #1.................Page 12
ii. Initial Concept Idea #2.................Page 12
iii. Initial Concept Idea #3.................Page 13
c. Final Proposed Design Solution .............Page 14
Section 4: Demonstrated Intent
a. Branding Concept of Organisation
i. Aim...................................Page 15
ii. Value Proposition...........Page 16
iii. Logo Design Development.................Page 17
iv. Final Logo Design...............Page 18

b. Visuals of Artefacts (Campaign Launch Collaterals)
i. Series Posters.........Page 19, 20
ii. Stickers/Badges...Page 21
iii. Namecard Design.......Page 21
iv. Trophies/Certifcate/Progress Cards............Page 22, 23
Section 5: Bibliography.......Page 23
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Section 1a: Te Local Social Issue
Te main local problem that I have
chosen to focus on for this pitch
project would be Bullying. Te
reason why I chose to work on solving
this problem is because it continues to
be a signifcant social issue in need of
attention at schools for years.
Bullying combines two unlikely
partnerships, for example the
diferences between a bully and the
victim is always completely opposite.
Te pretty girl will make fun of the
ugly girl; the thin boy will tease the fat
boy; the boys may bully the girls; the
exrovert, strong characters may bully
the introvert, weak ones and so on.
So yes, it is a odd couple indeed. And,
the truth is, a school isnt always
ODD COUPLE
THE RATIONALE
made of one group of bad bullies and
one group of helpless victims only.
Many of them pass through phases of
bullying and being bullied.
For e.g, some kids who may usually
be kind to their friends may be forced
to become accomplices if their friends
are a bully. And similarly, a victim
who has always been bullied all their
life may start to bully someone else
in turn, especially if theres a younger,
weaker or less socially adept student
around.
Bullying is serious, and thus, it is
important, to solve this problem in its
bud. A unique program and
consistent enforcement is needed to
break this cycle. Its an ongoing battle,
but one well worth fghting.
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Section 1b: Te Local Social Issue
About School Bullying In Singapore
Bullying is when one or more people do or say things on purpose to hurt someone. It is
a situation where a powerful bully intentionally harms a vulnerable and isolated victim
through repeated hurtful behaviours that can result in damaging consequences. It is a
very unkind way of treating others. And can cause a lot of harm!
Reasons for Bullying
For Attention/Power
Jealousy of intelligent/smart kids
Kids that look diferent
- Physical Features that attract attention
- Diferent race/size
- Physically challenged
- Illness/Disability
Kids that are weak, sensitive, introverts
- Personal Vulnerabilities
- Low Self-Esteem
- Whiners
Types of Bullying
Physical Bullying (Punching, Kicking,
Slapping)
Verbal Bullying (Name-calling, Verbal
Insults, Racial Teasing)
Emotional Bullying - Indirect or
Psychological (Spreading rumours,
Mimicking, Rude gestures, Ostracised/
rejected by friends)
Cyber-Bullying (Abusive text messages,
Posting negative comments on social
BULLYING?
WHAT IS
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Te consequences & harmful efects on victioms
can be both short-term as well as long-term:
Section 1b: Te Local Social Issue
About School Bullying In Singapore
Short-term Efects
Drop in grades due to poor school
attendance
Loneliness and Poor Social Adjustment
Physical ill-health
Anxiety
Low Psychological Well-being
Long-term Efects
Lowered self-esteem and depression
Suicide
Self-harm
Revenge leading to violent juvenile
behaviour
Psychological Distress
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Section 1c: Te Local Social Issue
Brief Synopsis of Research on Prevalence of Bullying In
Singapore Schools
Bullying amongst students is a problem as old as education itself and
is undoubtedly a prevalent issue that exists in Singapore schools.
As part of a bully-free initiative by the
Singapore Childrens Society, two surveys
have been conducted to give a better
understanding of the nature and extent of
bullying in Singapore schools.
Te frst survey was conducted in 2006
on secondary school students, and the
second was conducted in 2007 on
primary school children. Both surveys
aimed to establish how widespread
bullying was among students in our
primary and secondary schools, and
looked at who the victims and their
bullies were.
One of the main efects of bullying in schools:
Difculty Paying Attention In Class
Bullying was found to be frequent among
students in primary and secondary
schools in Singapore. About 1 in 4
secondary school students and 1 in 5
primary school pupils were reported to be
victims of bullying by their peers, defned
as any action apparently intended to
victimise and repeated at least two
times in a single month.
In 2008, it was reported that, prevalency
of bullying is 21% in primary schools and
25% in secondary schools.
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Types of Bullying experienced
Emotions Experienced By Te Victim
Section 1c: Te Local Social Issue
Brief Synopsis of Research on Prevalence of Bullying In
Singapore Schools
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Section 2: Defne Outcome
a) Target Audience
Primary Target Audience
Boys and girls between the ages of 6 to
16,
- includes Primary School and Secondary
School Students
Innocent kids who are too young to
understand that their actions/jokes and
pranks may hurt others. Tey may feel
what they are doing is harmless but may
never realise the serious consequences.
Secondary Target Audience
Parents/Guardians
Other Adults in the school/community
Adults or parents who may have the bad
habit of poking insults at other people in
their families/friends and do not
realise that their own children may
imitate their behaviour and become
bullies in schools. Or Parents who are
violent towards their kids or kids who
come from troubled families may lack
love or afection, that they become bullies
in schools for attention or out of jealousy.
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b
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P
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Section 3a: Te Concept Ideas
SKETCHES
DEVELOPMENTS AND
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Section 3a: Te Concept Ideas
Developments and Sketches
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To have an interactive own identity
role-playing game sessions in schools,
where students would be able to
accumulate points in the games.
Each student will have a account in their
own names, with their own avatars, and
everyone starts of the game with 300
points.
Te motive of the game is to create new
friendships and bonds with classmates
they dont know. And for every act of
kindness or compliment they give one
another, they will accumulate points and
for every insulting remark, points will
deducted.
How will it work:
Since it is a game, it will be fun and
hopefully get students addicted to
wanting to play this game ofen.
And from practice of playing in the
games, they may learn to behave similarly
in real life situations.
How will it not work:
It will be difcult to completely eradicate
bullying this way, as the games are just
virtual and certain things are limited only
to games and students may just pretend to
be nice to each other in the games but in
vreal-life, bullying situations may remain
the same and there will be no way of
monitoring whether students truly bully
or not. Tis may defeat the whole purpose
of having this campaign.
Section 3b: Te Concept Ideas
i) Initial Concept Idea #1 ii) Initial Concept Idea #2
To have professional series posters
around the schools to create awareness
to students about bullying (from our
organisation).
At the same time, create an activity for
students to research about what bullying
is and ask them to create their very own
posters about bullying and the best poster
of the month will be featured on the
school notice boards.
Students who get creative and those who
get their works to be featured the most in
this year, will have higher grades for their
art classes.
How will it work:
Students may get excited about drawing
and designing their own posters that
when they start with researching, they
may learn a lot more about bullying than
what we can tell them. Tis may improve
bullying situations when they learn about
the consequences.
How will it not work:
Students who are not artistic may become
bored and be totally uninterested to
participate. Further more, those who
bully may continue to bully without any
consequences.
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Get pupils to come up with all the diverse
ways they could show kindness to others
and keep with them a list.
Tey are then required to select someone
elses name at random and carry out a
random act of kindness for that person.
Tis act of kindness will and should not
cost anything.
Te aim of this would be to encourage
pupils to achieve 500 acts of kindness by
the end of that school year. And for every
pupil who achieve this with zero black
remark of bullying on their progress
cards, they would each receive a
certifcate of Te Kind Student Award
and a trophy for their good discipline and
behaviour presented by our anti-bullying
organisation.
Students will each have their own Te
Kind Student Award progress cards
which will be used to record details of the
positive acts they have carried out, signed
by the teachers.
Tese cards will be confdential and
students are not to show it to each other.
Bystanders who witness and report a
bullying to the teachers, would be
considered as more than an act of
kindness and awarded higher points, and
this would be recorded into their Te
Kind Student Award Progress Card as
well - this allows helping victims
anonymously without fear.
iii) Initial Concept Idea #3
And, if any student were to be caught
bullying or upon any report by the victim,
teachers would immediately investigate
the matter & record their negative
behaviours on to the same progress cards.
How will it work:
Students will have a motive of wanting to
get the certifcate at the end of the year
so that they get recognised by the school
and their friends. Tey may be afraid,
that if they dont participate, they may
be the only ones without an award at the
end of it all, thus would change their own
attitudes and behaviours for the sake of
getting rewarded. Pupils in schools would
love certifcates and especially trophy
which they can proudly add to their
collection and it is something to be proud
of, and thus, would work hard for it.
At the same time, as they get into the
practice of showing kindness to others
for a period of one year, it will become
instilled in them. Its a good habit to have
and it will change their mindset when
they start feeling good about
complimenting others and getting
complimented and the school will
become a better place. Tey will also
learn to focus on the positives in people
instead of pin-pointing their negatives as
they will train their minds to do only that.
Bullies will get outcasted and eventually
change their ways for the sake of ftting in
and fnally reform.
How will it not work:
Tose who are lazy will not participate,
and they may not be interested in
getting any awards.
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Section 3c: Te Concept Ideas
Final Proposed Design Solution
Te fnal solution for this campaign to
run efectively, would be to implement
concept idea #3 throughout the schools
during our campaign launch.
Judging from my own analysis of the
various concept ideas of #1, #2 and #3, I
fnd that concept idea#3 has the highest
potential of becoming successful in totally
abolishing any form of bullying in the
schools. It may take the most efort but it
is yet, the most comprehensive learning a
student can experience.
Also, for the campaign launch, it would
be important to have series posters put up
around the schools to remind students of
what they are required to do about Te
Kind Student Award and create
awareness posters.
It would be important to also make it
compulsory for every student to
participate in this competition and each
student would need to achieve a
minimum of at least 200 acts of kindness
in order to qualify for 3rd prize. 2nd prize
would be to achieve at least 300 acts of
kindness, and of course, 1st prize would
be reaching a total of 500 acts.
Teachers would need to encourage
students to work on this thouroughly &
by making it compulsory, it will overcome
the problem of having some students
being uninterested in this award.
Anti-Bullying Badges will also be
provided to the students where, it will be
compulsory for every pupil to wear them
during the Anti-Bullying Week each
month.
And fnally, to target our secondary target
audience, we will be issuing newsletters
monthly that create awareness for the
parents and adults in the community
about bullying situations in school and
how they may help reduce bullying by
changing their behaviours or by trying to
notice what their children may be feeling.
Are they bullies or victims? It is the
parents responsibilty to fnd these out
and help them. Some kids who engage in
bullying may come from troubled -- even
violent -- homes or because of the lack of
parental and family support.
Te monthly newsletter issues would also
update the parents about the progress the
children are making on their pursuit to
winning the Te Kind Student Award.
And names of pupils who are on the
highest ranks will be published in the
newsletters. Tis way students would
gladly try to compete amongst each other
to be kinder and parents can also help
give their support and encouragement to
the kids, allowing them to get more out of
this campaign. Simultaneously, families
can examine their family relationships
and make sure there is no bullying going
on at home too.
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To conduct a school-wide Anti-Bullying Week Campaign in Primary &
Secondary Schools in Singapore.
Tis will be an ongoing, comprehensive approach that lasts a week in every month
throughout the year; in order to reduce and hopefully, completely abolish bullying in
schools. Dealing with bullying is a MUST to continue on for a long period of time, in
order for it to be efective.
Sensitize Pupils and Create Self-Awareness
Allow students to learn facts about bullying
Empower Victims to stand up for themselves when confronted with a bullying
situation
Giving pupils the support they need to work through emotional problems
Make Bullies understand what it feels like to be bullied; to know what its like to be
in the other persons shoes
Protection - preventing cruelty to students
Make It Fun, So Kids will be interested to participate against bullying
To not only stop bullying, but to also instill kindness in pupils
Section 4a: Demonstrated Intent
Branding Concept of Organisation
Be Buddies, Not Bullies is a nonproft organization, campaigning to make
bullying unacceptable on the grounds of Singapores Primary and
Secondary Schools. We believe that no one should endure the pain, fear or
isolation of being bullied, and that everyone has the right to be safe from
any form of bullying.
i) Aim
How To Introduce Campaign Idea To the Target Audience ?
Be Buddies, Not Bullies organisation stafs will conduct a fun and interactive
seminar in schools on what bullying is about and fnally introduce & explain how the
concept of this competition will take place and it would be announced as compulsory
for all students to take part. At the end of the seminar, students will each be given their
very own goodie bag of stufs, which contains the progress cards, badges, stickers and a
newsletter of the month. From that day onwards, they may begin carrying out random
acts of kindness.
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Section 4a: Demonstrated Intent
ii) Branding Concept of Organisation
We are Singapores Biggest Anti-Bullying Organisation, that has experts to
help eradicate any form of bullying in schools. With the rising numbers of
bullying situations, it is a critical issue that needs to be resolved at its soonest.
We are putting in real ofcial efort to get to the bottom of the cause of
bullying. Our campaigns last an entire year, to reinforce our point that
bullying is wrong and there should be zero tolerance for this
behavior.
Our campaign strategy adopts a fun and exciting method for
students to learn on how to be kind and nice to each other by getting
rewarded for their good deeds. It also provides opportunities for bullies to
reform and victims / bystanders to get help anonymously without fear.

Our unique program creates a climate of safety in schools so that going to
school can become a healthier and fun experience for all.
VALUE
PROPOSITION
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Section 4a: Demonstrated Intent
iii) Branding Concept of Organisation - Logo Design
Development
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Section 4a: Demonstrated Intent
iv) Branding Concept of Organisation - Final Logo Design
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Section 4b: Demonstrated Intent
i) Visuals Of Artefacts - Series Poster
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Section 4b: Demonstrated Intent
i) Visuals Of Artefacts- Series Poster
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ii) Badges/Stickers
iii) Namecard Design
Section 4b: Demonstrated Intent
Visuals Of Artefacts
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Trophies
Certifcate
Section 4b: Demonstrated Intent
iv) Visuals Of Artefacts
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Section 5: Bibliography
1. About Bullying (2013, May). Neurotic Ramblings. Retrieved from
http://neurotic-ramblings-sg.blogspot.sg/2013/05/the-diferent-types-of-bullying-as-
seen.html
2. Childrens Society, Facts on Bullying (2008) Retrieved from http://www.bullyfreecam-
paign.sg/
3. Research Monograph No. 8 (2008). Retrieved from http://www.ncss.gov.sg/VWO-
corner/research_gateway/Children_and_youth_abstract_26.pdf
4. Statistics on Bullying in Singapore (2010). Retrieved from http://cabcy.org.sg/?page_
id=2333
Progress Cards
Section 4b: Demonstrated Intent
iv) Visuals Of Artefacts