Marketing Strategy


Bullying in schools continues to be a major issue throughout the country and administrations have been looking for better ways to combat the problem. SchoolReach, a leading provider of school notification systems, was looking to launch a new bully reporting service that allows students to anonymously report via text or phone messaging if they've seen or been bullied.

Key to selling in the service was to target not just the administration but also, the students. It was important to not only create awareness of the CyberBully Hotline, but also understanding - research showed that the fact that it's an anonymous means of reporting would increase the likelihood that students would use the service. By creating a poster series that could be distributed to participating schools, awareness of the CyberBully Hotline was created among students.

The theme line BloodLines Creative developed for the CyberBully Hotline urged students to "Do Something About It." This messaging worked when targeting both students and the administration and was a key component of the website that featured specific pages directed towards administrators, students and parents.

The initial launch of the CyberBully Hotline service has generated leads representing more than 4 million students and helped position SchoolReach as a leader in bully prevention. Schools across the country are now signing up for the CyberBully Hotline and it has already made a difference in helping to reduce bullying in our nation's schools.

Campaign web site samples

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Thomas H. Blood
Creative Director • Writer • Producer
• Advertising & Marketing Strategist