Date post: | 05-Sep-2014 |
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ReachOut.comAnti-bullying Taskforce
Case Study
1. Summary of program and results2. Program component details3. Results details4. About WeeWorld and related case studies
Reachout – Anti-bullying Case Study
WeeWorld and ReachoutFacilitating social activism and anti-bullying
1. Summary of program and results Program component details3. Results details4. About WeeWorld and related case studies
Reachout – Anti-bullying Case Study
Dear,Weeworld staff
I have started a crew called The Anti Bully Task Force. It is currently 116 members and growing. I also have a website to help my crew members, as well as anyone who wants more information on the subject. I help them gladly and often at the cost of myself getting insulted. I get alot of grateful weemees thanking me for my dedication to stomping out cyberbullying as best I can.
Thank you,Sly Evans
Organic evolution of a movement
Organic evolution of a movement
The Anti Bully Task Force…are a very well reputable group of weemees that go around standing up against those that are putting down others, and they also calmly support those under stress from bullies etc. As one of the members of that force, The leader (12foxy12) and I have been trying to start a small movement week in Weeworld. It started off just as an idea But I've also thought that, If weeworld were to back up the force with this. That would be good. Weeworld can hope to gain more of a safe environment in this site, with the help of other weemees -Weemees who are a part of this movement, may feel a sense of belonging as they have something to do that Weeworld claims is helping the site. It will add MEANING. So if you think this proposal was okay, please tell me so. If not, please put me back in my place(: thanks, Alisa”
Partner with ReachOut.com & develop program
• Collaborate with ReachOut.com and Anastasia Goodstein. Modeled the program on successful WeeWorld campaign with Partnership for a Drug-free America
• Taskforce assets inspired by user-created ASCII art logo
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Help Center integration
Custom store
• Anastasia quickly becomes a celebrity ramping to 30,000 friends http://www.weeworld.com/home/anastasia
• Hundreds of emails are received and some are highlighted on her page with guidelines and links to more advice
Anastasia joins the community
• Rooms highlight selected ReachOut.com videos keyed to themes being discussed
Room hangout for watching videos
Did you know that popular celebs like Robert Pattinson, Brittany Snow, Lady Gaga, Megan Fox & our very own PRESIDENT Barack Obama, were all victims of bullying? Join Anastasia Goodstein from ReachOut.com and WeeWorld’s anti-bullying taskforce to take a stand against bullies.
75 level boosters50 green points
ReachOut.com Trophy
Thousands of posts to dedicated forum
Ongoing WeeWorld site promotion
1. Summary of program and results2. Program component details Results details3. About WeeWorld and related case studies
Reachout – Anti-bullying Case Study
442,000 Assets in first 3 months
Total Assets to date 700,000
32% of all logins participate in program
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Users Saving a Reach Out Asset by Day Since Launch
Users Saves
Viral impressions average 1.3M daily
Community creates their own resources
http://antibullytaskforceofficialsite.webs.com/
Taskforce establishes rulesposting them to their WeeWorld blogs
The guidlines are this...*Never Bully... Never Hack.. Never Cuss..
*Be a good listener and answer nicely.*Try to if you can, reason with the weemee that is
making hurtful comments.*Let them know that weeworld does not tolerate
bullys and they will get reported.*Offer tips to a victim like. Block the bully and
remove them from friendlist.*Stick up for victims in world if you can...
*This is NOT to ever take over an Ambassadors job.
Just guide weemees getting bullied to an Ambassadors for help
User-generated videos on anti-bullying
http://www.youtube.com/watch?v=yWnSouoWF3Ahttp://www.youtube.com/watch?v=sxzqMvJRFb4&feature=related
1,000 emails sent to Anastasia80 help resource referrals
Key Observations from emails:• Offline bullying either physical or
relational/girl bullying is dominant in these emails vs. cyberbullying
• Girl/Relational bullying most emailed about (exclusion, rumor spreading, etc.)
• Definitely a theme of a lot of adults not listening or taking complaints seriously
Help resource referrals• When users expressed immediate need
for help, WeeWorld referred directly to Reachout and other help resources
We surveyed members of the Task ForceAnd Fans of Anastasia
And found:• 56% say the main reason they joined the
ABTF was they wanted to do something positive to end bullying.
• More than half have visited Reachout.com and 87% find it either useful or extremely useful!
• 83% have visited Anastasia’s page and 81% have found her either helpful or extremely helpful
“Anastasia I Love Your Work Keep it Up!”
“Anastasia is a great person and she helped
me think that I dont need to stoop to their level and let them win!
I am a person too.”
“Thank you Anastasia, this is something i could go to if i ever
have an issue or need help[;
it means alot to me.!”
XxHolyItzTannorxX SmileySavvi theREALChanelle
Additional activist groups form organically on WeeWorld
1. Summary of program and results2. Program component details3. Results details About WeeWorld and related case studies
Reachout – Anti-bullying Case Study
- WeeMees are a reflection of self, not a fantasy character
- WeeWorld is a small version of the real world allowing users to interact and evolve their identities through social play
- WeeWorld has grown to 2M unique users through word of mouth only
Why do teens flock to WeeWorld.com?
WeeWorld.com – top teen social game
• 50M WeeMees created on WeeWorld.com and other sites
• Top 10 U.S. teen site• 1-year return tenure
WeeWorld.com - Virtual Goods
• 17% of audience monetizes• Millions of virtual goods
downloaded per week• Decorative, functional, branded
and behavioral virtual goods• Variety of payment methods
WeeWorld.com - Advertising
Integrated Brands
• Users ask for brands• Users choose brands• Vast viral spread
Case study: Partnership for a Drug-free America
Case study: The TruthAmerican Legacy Foundation