USE YOUR HEAD PROGRAM AGAINST DIGITAL BULLYINGAna Brodtkorb, Head of Corporate Responsibility, Telenor Norway
ICT Forum –“Developing skills for the digital world”
Brussels, December 2, 2014
2
8 out of 10 children and young people use
smartphones and log on to social media several
times a day
Only 4 out of 10 children perceive their
parents to be interested in what they have done or
seen on the Internet
Norwegian children and young people are top in
Europe for access to digital communication
solutions
13 percent (65.000) of children between 10
and 15 years say that they themselves have been
bullied online
DIGITAL BULLYING - AN IMPORTANT SOCIAL ISSUE
• Data from European research project ‘’EU Kids Online’’ and the The Norwegian Media Authority's study "Children and Media 2014"
3
USE your HEAD - HOW IT ALL STARTED
Signature initiative within one of Telenor Norway’s main CR areas –
supports Telenor’s global focus on Digital responsibility and Safe Internet
Established back in 2009
Based on the need for raising awareness and providing knowledge and advise on how parents and children should deal with bullying online and via mobile phone
4
Joining forces with the right partners
Skoleturne om digital mobbing
5
OBJECTIVES AND MAIN ACTIVITIESObjectives
Giving young people and their parents knowledge about what is acceptable digital behavior
Providing information about consequences of digital transgressions and what the victims of bullying can do to stop unacceptable behavior
Activities and tools
Schools visits by experts engaged by Telenor
Meetings for parents in the evening
Development of Bullying filter
6
Additional activities
Development of Use Your Head app
Engagement of programme ambassadors – celebrities that had an experience with digital bullying
Using relevant and effective communication channels
Involvement of employees and their network
THE Telenor Day - Employee engagement
8
Important stakeholders joined us in our effortS...
Bullying is completely unacceptable in any form! Every day there are children and young people who dread going to or being at school, or checking their mobiles, because they are afraid of what will happen. Bullying is a serious social problem that we all share a responsibility to fight.
Erna Solberg,
Prime Minister of Norway
Former Minister of Culture, Hadia Tajik
Former Minister for Children, Equality and Social Inclusion, Inga M. Thorkildsen
Haakon, Crown Prince of Norway
Prime Minister, Erna Solberg
9
Use Your Head became Norway’s most extensive drive against digital bullying
Over 550 schools have been visited
Almost 166,000 pupils and 33,000 adults have improved their understanding of digital bullying
7 out of 10 children who have participated in the program say they have been furnished with the knowledge they need to deal with bullying on their mobiles and on the Internet
While the number of children and young people going online is increasing, the levels of digital bullying has decreased by 2% in the past 2 years
Use Your Head has been recognized internationally as an important initiative which fights digital bullying
1
prOGRAM impact so far
2
3
4
5
6
10
High media visibility and recognition
11
USE YOUR HAED 2.0 - Way forward
New arenas presence at variety of arenas where
target groups are (apart from schools)
Expanding target groupto younger children (10-13 yr)
‘’Digital parents’’Expand focus on further educating
adults / parents
‘’Go digital’’ create word of mouth & word of web
among target group
Make closer relation and relevance to security and technology; use Telenor
employees as storytellers from parent perspective
Traveling Use Your Head stant on large events, concerts, festivals
etc
Digital engagement viral campaign
Develop concept for expanded target group
1
2
3
4
12
Battling digital bullying -
We must make a difference !
Thank you