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Thursday, September 26, 2013

The Bully Text: DoSomething.org




The Bully Text’ utilizes SMS to educate young people on how to step up to bullying in their community


DoSomething.org and The Wireless Foundation announce the launch of The Bully Text, a unique mobile experience that allows young people to walk through a day at a virtual high school to explore the ways that they can step up to bullies in common bullying situations. With an estimated 160,000 kids skipping school each day to avoid being bullied[1],  DoSomething.org developed The Bully Text to educate students on how to stop bullying in their schools.

The Bully Text is a text messaging game set during an imaginary first day of school. In the game, participants experience different bullying situations and are given options on how they can react. Depending on how the participant reacts in the different situations, they walk down different paths that each offer unique endings. The SMS education experience is meant to emulate common bullying situations, show different ways to react and offer an example of the impact of their actions. 

For the second year of The Bully Text, DoSomething.org found a natural partner in The Wireless Foundation and their mission: bringing organizations, people, and technology together so wireless innovations will continue to enhances lives in communities across the United States.  Last year over 68,000 young people took part in the campaign, and 89% of participants reported having a better idea of how to stop bullying in their school after playing the game. This year, young people who participate will be entered to win a $3,000 scholarship.

The Bully Text is part of DoSomething.org’s proprietary mobile gaming model – through which they built their mobile subscriber list to over 1.3 young people. With the average teen sending 3,339 texts a month and texts having a 99% open rate; SMS is a powerful tool to effectively engage young people on issues they care about.

“We all remember that moment, that feeling. You see something you don’t quite agree with in school, something you know is wrong. But do you act? It’s hard for young people to know how to deal with those situations first hand” said Greg Thomas, campaign manager at DoSomething.org. “Through The Bully Text, we’re providing young people with a chance to understand what it’s like to experience bullying through different roles, and reflect on how they can change their behavior to help them step up to bullying in their school.”

For full campaign details, visit www.dosomething.org/bullytext or text BULLY to 38383.



[1] National Association of School Psychologists (http://www.nasponline.org/)

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