Buddying up to stop bullying, with Cartoon Network – Expanding the message to KSA

BPG Group & Cartoon Network

In 2023, Cartoon Network (CN) and BPG Group launched a transformative anti-bullying campaign across Saudi Arabia and the UAE. Recognizing the rising concern of bullying, including cyberbullying, CN’s Buddy Network aimed to address this issue by engaging both children and parents. The campaign featured a multi-platform approach, including workshops conducted by certified child psychologists, educational resources, and digital content like the ”Buddy Challenge” game. Notable collaborations included Saudi Reporters, who created an Arabic song, ”Be a Friend,” to amplify the message. Over six months, the initiative reached over 700 students and involved significant influencer engagement. Survey results revealed that 54% of parents in KSA and 50% in the UAE felt the campaign positively impacted bullying discussions. The campaign achieved substantial media coverage, with a PR value of USD 1 million and 27 million impressions, underscoring its success in fostering a safer, more supportive environment for children.