Press Release

                         

News from National Youth Council

For Immediate Release

Editor: Kelly Guan (Marketing Manager)
Tel.: 93764050

Email: shanshan.guan93@gmail.com

Stop cyber bullying to stop hurt someone else

Singapore has the second highest number of cyber-bullying cases after the US

Singapore National Youth Council, September 1, 2013 — Cyber bullying is a growing problem for teenagers and young adults. "The new breed of bullies is narcissist. They treat the Internet as their stage, with an instant audience of thousands -- or even millions," said Dr. Carol Balhetchet, the director of youth services at the Singapore Children's Society.

Now, experts say, the bullying has turned "viral." A 2006 survey found that a quarter of 3,488 Singaporean students polled had been victimized by cyber bullies.

Psychologists are worried about the effects of cyber bullying and how the attacks may be escalating in frequency and intensity. In Singapore, students commonly band together in blogs and social networks to intimidate victims, say teachers and school counsellors.

Online bullying, called cyberbullying, happens when teens use the Internet, cell phones, or other devices to send or post text or images intended to hurt or embarrass another person. A recent report from the government-sanctioned Advisory Council on the Impact of New Media on Society (Aims) listed cyber bullying among teenagers as a concern.

The schools need to consider develop rules against cyber bullying to protect teenagers.
Don’t forget that even though you can’t see a cyberbully or the bully’s victim, cyberbullying causes real problems. If you wouldn’t say it in person, don’t say it online. Delete cyberbullying. Don’t write it. Don’t forward it.

There are series of preventive tips provide for teenagers and parents to help against cyber bullying in the official website National Crime Prevention Council; such as speaking with other students, as well as teachers and school administrators when teenagers meet with cyberbullying.

-END-

For further information please contact:

National Youth Council

Blk 490 Lorong 6 Toa Payoh

HDB Hub Biz Three #06-10

Singapore 310490

Tel: (65) 6 734 4233

Fax: (65) 6 737 2025

Email: PA_NYC_ENQUIRIES@pa.gov.sg

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Contingency plan

Contingency Plan:

1.) Magazines

Via the use of magazines we hope to inform our target publics on the effects of cyberbullying and the consequences it can have on both the victim and the bully. We indent to also in these magazines mainly provide support for the victim informing them that there is help and what can be done about the cyberbullying. In this magazine we will provide articles about how cyberbullying has been dealt with so that the victim firstly understands that they are not alone, it can be stopped as shown in the article. The magazine can also provide contact details to prevent cyberbullying. The magazine can also be read by the victims parents so that they know how they can prevent cyberbullying and what they can do to help their child. For the bully the magazine can provide information on the possible ways cyberbullying can occur so that say the bully does not realise they are cyberbullies the magazine will help to raise awareness of this fact. They will also be told the consequences of cyberbylling and also be bought to their attention that they are consequences for their actions.

2.) Celebrity Talk Shows

The celebrities we intend to use are those celebrities that were cyberbullied in their youth and have now overcome this and have become a star in the public eyes. The Advantages for our campaign is that these celebrities who were cyberbullied say in their youth now have overcome this problem/risen above it and have gone on to become stars. The celebrity can be easily identifiable by the target public say for example the victim may know the celebrity and then on a TV show the clerity is talking about their personal experiences when they were cyberbullied, and how they overcome this problem. It gives the victim a sense of hope. Also celebrities can endorse public opinion  and they help create awarness to the promblem at hand.

References

REFRENCES 

© WiredSafety.org All rights reserved. (2013). What is cyberbullying exactly?. Retrieved from http://www.stopcyberbullying.org/what_is_cyberbullying_exactly.html

Copyright 2011 cyberwellness.org.sg (2011). Cyberbullying. Retrieved from

http://www.cyberwellness.org.sg/SitePages/PublicResourceTopicPage.aspx?Topic=Cyber%20Bullying

Robin Kowalski, Susan P. Limber, Patricia Walton Agatston. (2013). What is Cyber bullying. Retrieved from http://www.cyberbullyhelp.com/

Copyright 2013 Oxford University Press. All rights reserved. (2013). Definition of Cyberbullying in English. Retrieved from http://oxforddictionaries.com/definition/english/cyberbullying

Copyright © 2013 American Humane Association. (2013). Cyber Bullying Prevention and Intervention. Retrieved from http://www.americanhumane.org/children/stop-child-abuse/fact-sheets/cyber-bullying-prevention-and-intervention.html

©Helpguide.org. All rights reserved. (2013). Dealing with Cyber bullying. Retrieved from  http://www.helpguide.org/mental/cyber-bullying.htm

David Bridgett, Angela Grippo, Joe Magliano. (2013). Why do some kids cyber bully others. Retrieved from  http://www.psychologytoday.com/blog/the-wide-wide-world-psychology/201304/why-do-some-kids-cyberbully-others

Stephen Dueck. (2006). The Effects of Cyber bullying. Retrieved from  http://www.lba.k12.nf.ca/cyberbullying/effects.htm

Copyright 2013， American Osteopathic Association. All rights reserved. (2013). Cyber-bullying and its effect on youth. Retrieved from 

http://www.osteopathic.org/osteopathic-health/about-your-health/health-conditions-library/general-health/Pages/cyber-bullying.aspx

Copyright © 2011 Discovery Communications, LLC. (2011). What impact can cyberbullying have on its victims. Retrieved from http://curiosity.discovery.com/question/what-impact-cyberbullying-victims

© 2013 uKnow.com, Inc. | All Rights Reserved. Short and Long Term Effects of Bullying - The Victim & the Bully. Retrieved from http://info.uknowkids.com/blog/bid/269064/Short-and-Long-Term-Effects-of-Bullying-The-Victim-the-Bully

© 2009 Bullying Statistics. (2009). Cyber Bullying Statistics. Retrieved from http://www.bullyingstatistics.org/content/cyber-bullying-statistics.html

© 2013 Alabama Media Group All rights reserved. (2013). Cyberbullying and its Effects: With new technology comes new responsibility. Retrieved from http://www.al.com/bhammag/index.ssf/family_matters/cyberbullying_and_its_effects.html

Gamalot. (2013). What consequences do cyber bullies face. Retrieved from http://www.justaskgemalto.com/us/surfing/tips/what-consequences-do-cyber-bullies-face

Miller Anne Cavanaugh, Esq. (2011). Cyberbullying Can Have Deadly Consequences. Retrieved from 

http://aspeneducation.crchealth.com/article-cyberbulling-consequences/

Allison Scully, Melissa Newhouse, Pam Murray, & Sara Bates. (2012). Traditional Bullying vs. Cyberbullying. Retrieved from https://sites.google.com/site/cyberbullyingawareness/traditional-bullying-vs-cyberbullying

For budget section

The Strait Times. (2013). Lianhe Zaobao. Retrieved from http://www.sphison.com/upload/rate_card/display-classified-rate-card-1366850593.pdf 

Michal Koh and Kelvin Goh. (2013). Be Read. Retrieved from http://imcms2.mediacorp.sg/CMSFileserver/Documents/067/For%20Advertisers/NPR/Magazines.pdf

©2012 SMRT Coporation Ltd. (2012). Prodcuts and Rates. Retrieved from http://www.smrtmedia.com.sg/ProdcutsRates.aspx 

©2012 SMRT Coporation Ltd. (2012). Bus. Retrieved from http://www.smrtmedia.com.sg/ProdcutsRates/Bus.aspx

Survey questions

For this PR campaign, we have come up with the survey questions above regarding the topic of Cyber Bullying, and we have asked 50 people to help us on the survey. For each of the 10 questions, there are different options for the participants to choose from. All these results below are based on how the participants think upon answering the survey.

 1.  Have you ever been bullied on the Internet?

• Yes
• No

 2.  Are you anonymous when you go online?

• Yes
• No

 3.  Have you ever written negative comments about someone online?

• Yes
• No

 4.  If you are being cyber bullied, what will you do?

• Take it up with the person bullying you
• Report it to authoritative figure (E.g. School or Parents)
• Nothing
• Commit suicide

 5.  If you are the witness to a cyber bullying situation, what will you do?

• Intervene
• Join in
• Do nothing

 6.  Do you think cyber bullying is an issue to be addressed?

• Yes
• No

 7.  How often do you think cyber bullying may happen?

• All the time
• Often; but not all the time
• Sometimes
• Hardly happens
• Never happens

 8.  Do you think cyber bullying is the worst form of bullying someone?

• Yes
• No

 9.  How did you feel after you have been cyber bullied?

• Unhappy
• Angry
• Embarrassed
• No feeling at all
• Others (please specify)________________

10. How has your behavior changed after being cyber bullied?

• Hated the people who bullied me and wanted to take revenge
• Scared to face people and lose confidence
• No change at all
• Others (please specify) ________________

Evaluation

Since we are using a lot of media tools, such as blog, newspaper, advertising on MRT, bus, ect… we have confidence that out campaign will be successful. Then, we can changing the situation of cyber bullying step by step. People will know that is not an abnormal phenomenon. We need to treat this seriously. On the other hand, if our campaign could move further, more organisation want to sponsor us to achieve their social responsibility as well as increase their social reputation. If we can get the sponsorship from them, we will have more finance budget to expand our campaign and a chance to achieve more popularity.

However, everything is possible. Even how perfect the plan is, but there is always have an error. If the information we spread on our campaign are not attractive enough, less persuasion to influence people or we did not receive any supporting from the government. But the main problem is: there are many similar campaigns in Singapore, and this is our first time to do this campaign.  The lack experiences may cause failure which is the campaign not successful as we expectation. As a reason upon, we might lose the sponsorship and nobody will interest on our campaign.

Cyber bullying can be prevented by the ways we have suggested, but this will require a collaborative effort on behalf of the victims and the additional parties (eg: parents, teachers, co-workers， friends. Also is should be noted that cyber bullying is a very serious promblem and it does have effects. We feel that our camping has effectively informed our target publics that cyberbulling can be prevented but this requires a collaborative effort between the victims and the helpers (eg: parents, teachers, friends of the victim). We feel that our camping has effectivly informed people about the concequences of cyber bullying and that it is a serious issue which needs to be addressed. 

For our weakness as stated in the SWOT Analysis we had stated that we do not have enough rallying point for our campaign and we do not have enough time to establish good relationships with our target publics, however we feel that if we had more time to conduct our camping we would be able to overcome this weakness. As for the less experience we fell that we have gained experience while conducting this campaing and will thereby improve in the next camping activity For our threats we see that if we have goverment support, then our camping will be more effective as the goverment will be able to enforce rule on cyber bullying. 

Gantt chart (Timeline for our campaign)

Budget

Finance budget

The finance budget section for our camping will depend on the various tools that we intend to use for our camping. Depending on the tools (Blog, Press Release, MRT and Buses Adverts, Newspaper Adverts, Magazines Adverts and Celebrity Talk Shows) we intend to use we have come up with the budget for our camping.

A. Celebrity Talk Show

If we use a famous celebrity to talk about Cyber Bullying we see that the cost will vary per celebrity, but it will usually always be in million regardless the celebrity, used.

B. Newspaper Adverts

In Singapore the main languages that are spoken are English, Chinese and Malay and accordingly they are various newspapers in Singapore. The costs vary as per newspaper. Different newspapers have different criteria for the advertisement printed. Costs are as follows:

S.No	Newspaper Name	Criteria for each newspaper	Cost depending on the criteria chosen (SGD)	Size of advert display	Total Cost per day	Number of days advert run for	Thus total cost
1.	Strait Times Newspaper (English)	Monday to Wednesday   (Base Rate)	$41.50 per cm (Base rate)	18x15 cm	$1,369.50	3 days	$5,478.00
2.	My paper (English)	To run for duration of 3 days	$517.44 (Per Day)	18x15cm	$517.44 (Per Day)	3 days	$2,069.79

 C. Magazine Adverts

We intend to use the I-weekly magazine in Singapore

Double page advert cost

$7,600 (Total cost)

 D. Train Advertisements

 

S.No.	Advert Type	Duration of Advert	Main Line (All Excluding Circle) (Based on the 4 lines operational in 2013)	Number of trains we intend to use	Total cost (looking at 4 trains for 4 weeks)
1	Concept Train (entire train exterior)	4 weeks (minimum)	$8,000 per week/per train thus 32,000	4 trains	128,000

E. Bus Adverts

S.No.	Type of bus	Minimum add period	Monthly rate per bus	Number of buses we intend to use	Total cost
1	Wholly Painted Bus	3 months	$2,990	4 buses	$179,400

Thus Total Cost Comes To

$322,547,79 SGD

Time budget: