The Campaign

How to make “bullying” relevant to everyone? We believe stories matter. Everyone has their own bullying story. Over 75% of Taiwanese people have been involved in bullying*, but these stories are forever sealed in their hearts. They choose not to talk about those gloomy and stressful pasts and expect the pain can be cured over time. As learning from these experiences became nearly impossible, silence is the key contributor to public apathy on bullying. When someone breaks the silence and starts to talk about bullying, a chain reaction follows. People will be touched by true stories, then recall their personal experiences. Very likely, they will speak it out if they believe sharing can trigger positive changes. With this belief in mind, we devised a “Story Vending Machine” containing cans of stories rather than drinks, attracting people to listen to and share their own bullying stories. *2017 CWLF Bullying Report

Execution

Phase 1. Raise awareness with KOLs -We invited 3 celebrities to be our campaign ambassadors. They shared their own stories in a series of teaser video, which represented different roles in the bullying relationship: “Bully,” “Victim,” and “Bystander.” Phase 2. Create online and offline experience -Offline: We set up a physical installation of story vending machine in Huashan 1914 Creative Park, a popular and trendy place with a lot of young crowds. Visitors could watch/listen to stories about bullying, and recorded their stories in anonymity. -Online: These true stories were uploaded to an “online vending machine” for more people to listen to. Useful tips and information about resources were also provided online to help people deal with bullying. Phase 3. Amplify the influence -Press Conference and TV interviews -Campus Tour: Coca-Cola Foundation and CWLF went on campus tours share anti-bullying lessons and the stories we collected with teachers and students.

1.The Power of Story The campaign ambassadors initiated the sharing of bullying stories, and we turned these stories into video content for social media, successfully encouraging people to participate in our offline event and share their own stories of bullying. With these stories, people were willing to engage with this serious and stressful issue and learn how bullying affects people’s lives. -Story Vending Machine: We successfully reached over 89,600 people and collected 248 stories in 12 days (Oct 18-29). -Online Vending Machine: Our website has been viewed 64,025 times, and stories have been shared 852 times. There were 35,785 visits to our website through social media, accounting for over 80% of total visits. -Campus Tour: By the end of June 2018, the campus tour had shared these stories with 924 teachers and 4,650 students. 2.Media Outreach: Our campaign earned over 5.4 million media impressions and a total of 171 media reports, including 24 on TV, 21 in print, and 126 online reports. The United Evening News, the top evening newspaper in Taiwan, published a full-page article on the bullying issue, while lifestyle magazine Vogue shared our teaser video on their Facebook page. The video has been viewed over 140K times.

The Situation

The concept of “bullying” has been introduced to Taiwan by the Child Welfare League Foundation(CWLF) for over 10 years. Despite drawing considerable attention in its early years, the public gradually felt numb towards the social issue, thinking bullying is something mundane in people’s everyday lives. With “STORY CAN Stop Bullying” campaign, a vending machine was created containing cans of true bullying stories rather than drinks. The public was invited to listen to these stories and share one of their own. By connecting them emotionally with these stories, compassion was inflicted, successfully restarting the public dialogue on bullying.

The Strategy

By actively engaging the public with true stories offered in the Story Vending Machine, the stories stirred the public’s emotions and bring about empathy on the issue of bullying. The act of listening and sharing stories amplified the effect, furthering the positive impact on drawing attention to the social issue. Phase 1. Raise awareness on “bullying” through cooperation with KOLs Phase 2. Create the online and offline experience to communicate on the core idea of Story Vending Machine Phase 3. Amplify the influence of outreach to key media and campus tours