Objective: •
Help reduce bullying by mobile phone, an increasingly
common issue as young
people victimise others through text and video
outside of the traditional
school playground. •
Educate young people about the negative impact
of bullying and to provide practical
advice to those being bullied.
Activity: •
A partnership with leading West End Musical, ‘Joseph
and His Amazing Technicolour
Dreamcoat’ to offer schoolchildren the opportunity
to redesign
new dreamcoats to be worn on stage by Lee Mead
during Anti Bullying
Week. •
The musical features a bullying storyline and
Lee Mead became the ambassador
for the campaign and talked openly about his own
experiences
of being bullied. •
The coats would use different symbols and materials
to allow children to express
how they felt about bullying.
Results: •
Over 2,000 individual entries to the competition. •
40,000 teenagers registered to vote for their
favourite designs. •
Three double page spreads in the Mirror and Lee
Mead on GMTV to promote
the campaign. •
Over £20,000 raised for bullying charities.
