USE YOUR HEAD PROGRAM AGAINST DIGITAL BULLYINGAna Brodtkorb, Head of Corporate Responsibility, Telenor Norway

ICT Forum –“Developing skills for the digital world”

Brussels, December 2, 2014

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8 out of 10 children and young people use

smartphones and log on to social media several

times a day

Only 4 out of 10 children perceive their

parents to be interested in what they have done or

seen on the Internet

Norwegian children and young people are top in

Europe for access to digital communication

solutions

13 percent (65.000) of children between 10

and 15 years say that they themselves have been

bullied online

DIGITAL BULLYING - AN IMPORTANT SOCIAL ISSUE

• Data from European research project ‘’EU Kids Online’’ and the The Norwegian Media Authority's study "Children and Media 2014"

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USE your HEAD - HOW IT ALL STARTED

Signature initiative within one of Telenor Norway’s main CR areas –

supports Telenor’s global focus on Digital responsibility and Safe Internet

Established back in 2009

Based on the need for raising awareness and providing knowledge and advise on how parents and children should deal with bullying online and via mobile phone

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Joining forces with the right partners

Skoleturne om digital mobbing

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OBJECTIVES AND MAIN ACTIVITIESObjectives

Giving young people and their parents knowledge about what is acceptable digital behavior

Providing information about consequences of digital transgressions and what the victims of bullying can do to stop unacceptable behavior

Activities and tools

Schools visits by experts engaged by Telenor

Meetings for parents in the evening

Development of Bullying filter

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Additional activities

Development of Use Your Head app

Engagement of programme ambassadors – celebrities that had an experience with digital bullying

Using relevant and effective communication channels

Involvement of employees and their network

THE Telenor Day - Employee engagement

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Important stakeholders joined us in our effortS...

Bullying is completely unacceptable in any form! Every day there are children and young people who dread going to or being at school, or checking their mobiles, because they are afraid of what will happen. Bullying is a serious social problem that we all share a responsibility to fight.

Erna Solberg,

Prime Minister of Norway

Former Minister of Culture, Hadia Tajik

Former Minister for Children, Equality and Social Inclusion, Inga M. Thorkildsen

Haakon, Crown Prince of Norway

Prime Minister, Erna Solberg

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Use Your Head became Norway’s most extensive drive against digital bullying

Over 550 schools have been visited

Almost 166,000 pupils and 33,000 adults have improved their understanding of digital bullying

7 out of 10 children who have participated in the program say they have been furnished with the knowledge they need to deal with bullying on their mobiles and on the Internet

While the number of children and young people going online is increasing, the levels of digital bullying has decreased by 2% in the past 2 years

Use Your Head has been recognized internationally as an important initiative which fights digital bullying

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prOGRAM impact so far

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High media visibility and recognition

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USE YOUR HAED 2.0 - Way forward

New arenas presence at variety of arenas where

target groups are (apart from schools)

Expanding target groupto younger children (10-13 yr)

‘’Digital parents’’Expand focus on further educating

adults / parents

‘’Go digital’’ create word of mouth & word of web

among target group

Make closer relation and relevance to security and technology; use Telenor

employees as storytellers from parent perspective

Traveling Use Your Head stant on large events, concerts, festivals

etc

Digital engagement viral campaign

Develop concept for expanded target group

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Battling digital bullying -

We must make a difference !

Thank you