Challenge: Every day, across the playgrounds and schools of the Middle East, children are getting bullied. The Cartoon Network’s parent company, Warner Bros Discovery, tasked BPG with raising awareness about this cause with a campaign against bullying, and ensure it was communicated to the target audience – children aged 6 to 12. 

Solution: We helped coordinate workshops with certified child psychologists and schools to amplify The Buddy Network’s key message: “Be a buddy, not a bully”. A microsite and learning resources were developed for parents, kids and educators, that explained how they could tackle bullying. We collaborated with key opinion leaders and influencers,  who championed our anti-bullying initiative and help deliver our message.

Results: The results in numbers tell an impressive story. We conducted 19+ sessions in partnership with the best psychologists in the UAE, KSA and Egypt. Our earned media had a PR Value of U$1 million and 27M impressions, with 30 print and digital clippings. 
The influencer engagement results were equally heartening as with the attendance of 34+ influencers we were able to increase footfall on the campaign website. The CN Buddy Network campaign has been a resoundingly effective campaign that earned CN a lot of goodwill while also having a real positive impact on the community.