Cartoon Network Uses Mobile to Target Kids with Anti-Bullying Effort

Social media, smart phones and new technologies are fast changing the face of cause marketing. Issues become more visual, emotional and shareable. Participation becomes more personal, approachable and often viral. Companies like Cartoon Network, who are targeting a wired audience, are embracing these opportunities and giving their existing programs a facelift to reach kids by harnessing the technology in the palms of their hands.

Cartoon Network's "Stop Bullying: Speak Up" campaign, in its fourth year, again seeks to reduce bullying in schools, asking participants to vow to say something if they witness bullying. This year, the campaign asks kids, teachers, parents and celebrities to pledge support by recording short videos with their mobile devices saying "I Speak Up." Participants can then post the videos to their social channels using the hashtag #ISpeakUp; a few selected videos will air on television as well as online.

To read more on Cone's Prove Your Purpose blog, please click here.