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

ÅN†¡¤ßuLL¥ Tã§|{ -FØr©€

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

12/30

/1899

11/2/

1903

9/2/19

07

7/2/19

11

5/2/19

15

3/2/19

19

1/2/19

23

11/2/

1926

9/2/19

30

7/2/19

34

5/2/19

38

3/2/19

42

1/2/19

46

11/2/

1949

9/2/19

53

7/2/19

57

5/2/19

61

3/2/19

65

1/2/19

69

11/2/

1972

9/2/19

76

7/2/19

80

5/2/19

84

3/2/19

88

1/2/19

92

11/2/

1995

9/2/19

99

7/2/20

03

5/2/20

07

3/2/20

110

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

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