Communication Campaign on Bullying and Cyberbullying with the Support of the Institute

"Sometimes it may seem like just a joke but it's not. Words and actions have consequences. Stop bullying and cyberbullying before it is too late” is the claim of the new institutional communication campaign launched by the Department for Family Policies. The campaign has been broadcast on RAI television and radio networks since 22 July and will subsequently be disseminated across major social media platforms.

Developed by the Department with the technical and scientific support of the Istituto degli Innocenti and provided for under the provisions of Law no. 71 of 2017, as amended by Law no. 70 of 2024, the campaign aims to raise awareness among young people and adults about bullying and cyberbullying, emphasising the physical. emotional, relational, and social consequences these phenomena have on young people. The aim is to promote, among children and adolescents, a culture of respect and sharing by valuing exchange and dialogue, while at the same time raising awareness among parents, families, and other adult caregivers, increasing their understanding of these issues.

The commercial, created using animated images, depicts two adolescents targeting one of their peers by posting a video on social media. The scene is inspired by behaviours that are increasingly common among young people and that can have serious repercussions on the physical and psychological health of victims, as well as undermining their social and school relationships.

The claim of the campaign is accompanied by a narrative that aims not only to give a voice to those who suffer online or offline aggression and harassment, but also to highlight that bullies or cyberbullies can change and give up abusive behaviour towards others.

The Istituto degli Innocenti has been working for many years with the Department for Family Policies on the development of awareness-raising and cyberbullying prevention campaigns. Moreover, in recent years, other major institutional communication campaigns promoted by the Department have been carried out with the contribution of the Florence-based institute.

For more information on the new campaign on bullying and cyberbullying see the page of the Department for Family Policies, which also has a link to the TV commercial.