Anti-Bullying Campaign
《我有我的霸免權》反霸凌計畫
Swire Coca-Cola Taiwan & Coca-Cola Foundation
INTRODUCTION
Coca-Cola has long devoted to the development of adolescent and has been committed to bring happiness and excitement to people. However, bullying in schools has been an issue of growing severity that affects the mental and physical development of teenagers. Having noticed the serious problem, the Company started collaborating with the Child Welfare League Foundation (CWLF) in the Anti-Bullying Campaign since 2017.The CWLF started the anti-bullying movement by releasing annual survey results to raise public awareness since 2004. Since Swire Coca-Cola Taiwan joined forces, they developed a series of creative and engaging communication campaigns engaging in conversations with various stakeholders of bullying. This campaign has attracted the general public’s attention and aided the CWLF to promote anti-bullying in schools to ensure a safer and happier learning environment
FRAMEWORK AND STRATEGY
“Promoting Happiness” is one of Coca-Cola’s brand spirits, and reducing bullying would enhance happiness. The Anti- Bullying Campaign engages in Coca-Cola’s brand spirit and fulfills their goal to protect teenagers’ interests, injecting positive influence into campuses and society. Since the initiation of the Anti-Bullying Campaign in 2017, they came up with different ways of communication and connection, emphasising on the importance of anti-bullying to different audiences with a goal of preventing bullying in schools.For the first year, Coca-Cola installed a “story vending machine” in location with heavy foot traffic, which shares people’s memories of being bullied rather than products. This goal was to raise awareness for the general public on the severity and the impacts of bullying in schools. In the second year, Coca-Cola shifted their audience focus to students and held an anti-bullying exhibition, offering an interactive experience on the issue at hand. The exhibition aims to invoke empathy and compassion among students while also promoting the importance of emotional education. Students were able to understand and feel what it’s like to be bullied. For the third year, the Company launched a companion project and an anti-bullying website, offering resources for the parents of the bullied children and these resources allowed parents to learn to become better companions in supporting their children in the right manner when they encounter bullying and to avoid causing more trauma for the children.
ACHIEVEMENT AND IMPACT
Taiwan has never had a structured approach to help parents and children combat bullying but with this campaign, Swire Coca-Cola Taiwan and the Coca-Cola Foundation raised the awareness of bullying and also came up with solutions to bullying, making it easier to understand and they have also received positive feedback. Ultimately, the Anti-Bullying Campaign drew wide spread attention, engaging more than 20 million people in the past three years, with over 50 thousand parents and teachers participating in the offline workshop and campus tour. The Company utilises their extensive experience in brand managing and mass communication for a charitable cause, seeking to make a change and to expand the scope of the impacts of the Anti-Bullying Campaign.FUTURE DIRECTION
Coca-Cola Taiwan and the CWLF will continue to support the Anti-Bullying Campaign for years to come and the Company is dedicated to show to the world that they are committed to making positive changes in the society.
Swire Coca-Cola Limited is the fifth largest bottling partner of The Coca-
Cola Company and Taiwan is one of the markets. The headquarters of
Swire Coca-Cola Taiwan is located in Taoyuan. It has a manufacturing
factory, ten sales centers, three distribution centers across Taiwan and
nearly 900 employees.
