Student buy-in continues to be a major hurdle for the effective implementation of evidence-based anti-bullying programs. Giving students the opportunity to drive a portion of the program will increase students’ enthusiasm for participation. Find out more about how students at schools in the Las Vegas valley have taken ownership of anti-bullying messages at their school and been the driving force in combatting the issue of bullying.
As initially conceived and driven by the R&R Partners Foundation, Flip the Script sought to heighten awareness in our community to impact the issue of bullying to provide resources for victims of bullying, parents, students and educators. Campaign objectives also included generating legislative and policy changes at the state and school-district levels.
Following the legislative session in 2011, during which R&R Partners’ government affairs team worked closely with Governor Brian Sandoval and members of the Nevada State Senate to pass some of the toughest anti-bullying legislation in the nation, the Flip the Script campaign launched with public service announcements in print publications and on TV and radio; distributed collateral statewide in order to inspire students to embrace the campaign and feel empowered to put an end to bullying; and developed a comprehensive website, flipthescriptnow.org, which provided a range of solutions and resources to young people, parents and educators.
The R&R Partners Foundation also developed appropriate social media tools and organized town hall meetings on the subject of bullying (conducted and broadcast by Cox Communications), which included expert panelists such as Nevada Attorney General Catherine Cortez-Masto, students, parents and educators who shared their real-life experiences with this issue.
As part of our grassroots efforts, Flip the Script included a contest element encouraging kids to engage in the movement by taking an anti-bullying pledge and signing up to be an Ambassador, dedicated to fighting bullying. The contests culminated in high school takeovers, during which the Flip the Script campaign and our media partner, KLUC Radio, put on live concerts with popular musical artists, setting the Flip the Script campaign apart from all other anti-bullying efforts in Nevada. With support from the world’s largest reformed bully, and star of the movie The Hangover, Mike Tyson, and recording artists Hot Chelle Rae and Jake Miller, Flip the Script kept pop culture connected with the anti-bullying messaging. Students also submitted their thoughts on ways to combat bullying during the Flip the Script Batman Live Sidekick Challenge.
Flip the Script was a leading partner in GLAAD’s Spirit Day 2012, where we leveraged community partnerships that enabled us to turn the Las Vegas Strip’s marquees purple on October 19, 2012.
In 2013, Flip the Script launched nationally with support from USA Network’s Characters Unite and a special event, #unite LIVE: The Concert to Rock Out Bullying. With Carly Rae “Call Me Maybe” Jepsen to help kick off our national contest launch, the Flip the Script Commercial Challenge encouraged youth from across the country to use their voices to help communicate and grow awareness of bullying by creating their own 30-second PSA/commercial. The winning commercial, submitted by Lauren Bush of Dallas, Texas, was produced in early 2014 and ran on USA Network throughout that year.
With more than 12 million earned media impressions valued at over $6.4 million, Flip the Script has become a powerful tool in the fight to stand up against bullying. Results achieved to date include: