Creative Execution

Bully Free is a third-party keyboard app for all social media platforms. It can be downloaded free at the App Store. Bully Free helps stamp out cyber-bullying. When the app detects unkind words in texts and social media posts, it pauses the keyboard, asks teens to take a moment to rethink, and suggests friendly alternatives that they can use with just a click. We spread the word about our APP primarily through the in-school education programme hosted by HKFYG, supported by the online channels that teens visit most.

In the first month, Bully Free detected an average of 3 negative words a minute. 83% of users chose our friendly alternatives. Since launch, HKFYG’s help centre has recorded a steady drop in calls for help from cyber-bullied victims. Over 60% of interviewees who have downloaded our app say they will continue to use Bully Free for their daily communications.

Context: In the past three years, cyber-bullying in Hong Kong increased 63%, 88% of victims are under 18. The Hong Kong Federation of Youth Groups (HKFYG) was tasked to educate and engage students to bring the rising trend to a halt. Objective: Achieve behavioural change amongst teen cyber-bullies-to-be. Insight: Teens find it fun to be mean. They often post before thinking, then regret later. Strategy: Turn preaching into action via Bully Free - a third-party keyboard APP that turns teens’ phones into an on-going, always-on, mobile-by-nature channel to engage teens and change their behaviour. Idea: When Bully Free detects unkind words, it pauses the keyboard for 5 second to give teens time to rethink. It even suggests friendly alternatives. Role of the mobile idea: Bully Free app is part of a larger school-based education programme, promoted through the School Social Work Unit & the Youth Crime Prevention Centre of the HKFYG. Usage pattern of the app can be monitored. Data will serve as indicators for HKFYG to provide follow-up assessments and counselling services for the teens at risk.