Implementation of the school safety policy has brought the issue of bullying between students to light. Acts of bullying are too often ignored or trivialised but can have serious consequences (loss of self-confidence, psychological disorders, suicidal behaviour, etc.) and must no longer be tolerated.Because 1 in 10 children is the victim of school bullying, the French ministry of national education has made a commitment.

On 24th January 2012, the ministry launched a major school bullying awareness-raising campaign backed by child psychiatrists as well as school bullying and violence experts.

A 20’s short film aired on the national TV network (France Télévisions) from 25/01 to 10/02 and 27/02 to 05/03, a total of 364 spots. Those broadcast were free in the framework of a partnership.The campaign were supported with online media display from 25/01 to 8/02 on websites in affinity with the target: MSN, Skyblog, Facebook for a €102,000. We have set up SEO Google for a €5,000.Private and institutional partners have teamed up with the ministry around this core system, making resources available and/or relaying the campaign: France Télévisions, Bayard Jeunesse, the CNIL, the e-Enfance association, Facebook France, UNICEF

An undeniable success of the campaign just in 1 month: all 3 videos were viewed 349,000 times (on the site, YouTube, Dailymotion and fan page).

The 3 films' quality and plain-speaking, no-nonsense nature resonated with:- the online community: 27,000 fans on Facebook (45% of whom are active), over 2,400 comments.- the media, with 780 stories in the press (print, audio, web), of which over 15 were broadcast by the national TV networks. All those media stories could be evaluated to about a €2m media investment.The internet reference site has already had 293,000 visitors, who spend an average of 8 minutes per visit on the site.