Florida Government Communicators Association Crystal Awards Entry: Hillsborough County Bully Busters Research/Situation Analysis

Its a subject in the news almost every day bullying. In May 2009, four teenage boys from a Hillsborough County middle school were arrested and charged with sexual battery after assaulting a fellow student. The student told authorities he endured months of bullying at the hands of his attackers that escalated into the assault. The incident resulted in an outpouring from across the community and led the Hillsborough County Board of County Commissioners to create Bully Busters, a comprehensive, community-wide anti-bullying program. The Countys Communications Department, Criminal Justice Office, the Hillsborough County Sheriffs Office, and Crime Stoppers of Tampa Bay partnered to organize Bully Busters. Bully Busters is a proactive collaboration which includes raising public awareness; involving our youth; educating the community; and encouraging the reporting of bullying behavior. Our target audience is all Hillsborough County residents, children, adults, and parents who want a zero tolerance on bullying behavior. We especially aim our program at those children ages 8 14, the group most affected by bullying. Bullying is not simply a temporary childhood problem. If a child is bullied, it can change his or her life. Bullying has serious impacts which can include physical harm, psychological problems and even death. Its effects can last an entire lifetime.

Objectives
We wanted to draw attention to the problem; what can happen; and what can be done about it. The school district has its own bully reporting hotline for incidents that happen during school hours and on campus. We wanted to provide a place where kids could turn to report bullying in their neighborhoods; at the park; at the bus stop; at the Mall; at dozens of other places that children hang out. Parents also want and need information about bullying to be able to understand why their child is being bullied, or perhaps may be a bully. The internet is an array of information, but we wanted to make it simple for them to find answers; to provide one place for them to go for solutions and advice on what to do; and to offer recommended resources for help.

Implementation
To effectively implement the initiative, the Board passed a resolution which created the Anti-bullying Advisory Committee, appointing 13 voting members from relevant agencies, children and youth groups, parents and caretakers to develop a holistic approach to eliminate bullying and its effects in an ongoing basis. The committee also serves as a vital resource to the Board in public policy development and evolvement of bullying prevention. We organized a Bully Busters Youth Council (BBYC), made up of young people across the county, to act as ambassadors to report bullying, intervene in bullying incidents, and raise awareness among their peers that we want a bully-free community. The BBYC participated in the Too Good for Drugs and Violence Walk & Kidfest in October, leading the march with a banner the group made during some of their BBYC meetings. We partnered with Crime Stoppers of Tampa Bay to make their crime tips hotline our bully reporting hotline as well. The line is manned 24 hours a day, seven days a week, and sheriffs detectives review each report. Crime Stoppers also uses texting, Twitter and Facebook as means for bully reports. Crime Stoppers then partnered with an outdoor bench advertising company to place 50 bus benches painted with the Bully Busters logo in strategic places. Crime Stoppers also sponsors a city bus decorated with a wrap of the Bully Busters logo. We launched a Bully Busters web section available through the Countys Web site containing a plethora of information about bullying, warning signs, effects and resources. The site address is

www.hillsboroughcounty.org/bullybusters. We are continuously adding sections and resources to the Web site, as well as posting photos from various meetings and event involving the members. Hillsborough Countys cable television station, HTV, produced and aired three public service videos about bullying and Bully Busters. Those PSAs aired through Bright House on Animal Planet, the Cartoon Network, Discovery Channel, MTV and Nickelodeon. Public television station WEDU also produced and aired a public service announcement. We printed and distributed more than 10,000 bookmarks with the logo and 500 posters. We distributed hundreds of bookmarks through pre-school backpack stuffing events in August. We have also designed and printed 1,500 Adult Anti-bullying Pledges, Youth Anti-bullying Pledges, and Anticyberbullying Pledges. We have distributed many of these to various organizations and made them available online. The pledges can also be downloaded from the Web site for individual printing. We have developed a Bully Busters Facebook page where the kids can participate in conversations, and find out the latest information concerning their meetings and events. We also post photo albums to this social media site. The posts automatically then go to Twitter from Facebook. We are producing a 16-page insert titled Bully Busters for the St. Petersburg Times through the Newspapers in Education project. The insert is full of information, advice and resources for parents and children. Half of the insert is printed in Spanish. In order to promote our message and help stop bullying, we have developed an anti-bullying power point and are giving anti-bullying and cyberbullying presentations to organizations, classrooms and conferences.

Evaluation Bully Busters has received extensive media coverage from local television stations in their newscasts as well as newspaper articles. This coverage has included the launching of the campaign; a feature story on the public service announcements; the bus bench unveiling; the Web site; and the Bully Busters Youth Council. Staff has appeared on several local long-format public service television shows including Taking Sides on WTTA; Speak Up on Tampa Bay Community Network; County Connections on Hillsborough Television to talk about the program, and on the FOX13 morning newscast in Tampa. In the first four months of the Bully Busters program, the Crime Stoppers tips line received more than 30 reports of bullying. More than 60 kids and nearly 20 parents have now joined the Bully Busters Youth Council. We now receive requests from various organizations, even teachers, to come and present anti-bullying messages. Bully Busters was featured as part of Nickelodeons program, Nick News, for a segment on bullying. Bully Busters has received national attention from various magazines, and won awards of achievement for public education and awareness from the National Association of Counties (NACo), the National Association of County Information Officers (NACIO), the International Association of Business Communicators (IABC) and the City-County Communications & Marketing Association (3CMA).

Budget
Bully Busters does not operate with a budget and does not require general revenue support. It exists on Criminal Justice grants and donations. 50 bus benches were donated by an outdoor bench advertising company and would be valued at $15, 000 per year in advertising.

The public service announcements were produced at no cost to us and would be valued at $20,000 in advertising. Local children were used in them. The bookmarks were designed in-house; printing 10,000 bookmarks cost $771. The posters were designed in-house and 500 were printed for $335. Anti-bullying pledges for youths and adults were designed in-house and 1,500 of each were printed for $290. $50,000 donated by the Hillsborough County Sheriffs Office from fines and forfeitures are still available.

The program has also received a $21,000 state justice assistance grant.

This is an on-going collaborative effort with the Criminal Justice Office and Crime Stoppers of Tampa Bay. Only two staff members work on the program. Community partners and other organizations have hosted awareness meetings at no facility charge.

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment 1: Resolution passed by the Hillsborough Board of County Commissioners in August creating the Anti-Bullying Advisory Committee.

R09-100

RESOLUTION
R09-100

RESOLUTION NO. R09- 1 00 A RESOLUTION OF THE BOARD OF COUNTY COMMISSIONERS OF HILLSBOROUGH COUNTY, AN ANTI-BULLYING FLORIDA, ESTABLISHING ADVISORY COMMITTEE.
Upon motion by Commissioner Ferlita , seconded by Commissioner 7 Beckner the following Resolution was adopted by a vote of__ to ~ with Commissioner(s) voting "No"; Commissioner(s) _ _ _ _ _ _ _ _ _ _ _being absent. WHEREAS, the Hillsborough County Board of County Commissioners ("Board"), recognizes the need to stop bullying and support implementing an anti-bullying initiative; and WHEREAS, the Board wishes to obtain advice from relevant agencies, children's groups, affiliated youth groups, parents and caretakers in developing a holistic approach to eliminate bullying and its affects on an ongoing basis; and

WHEREAS, the creation ofa Hillsborough County Anti-Bullying Advisory Committee will serve as a vital resource to the Board in public policy development and evolvement of bullying
prevention.

NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF mLLSBOROUGH COUNTY, FLORIDA:
1. The Board hereby creates the Hillsborough County Anti-Bullying Advisory Committee ("Committee") to provide advice and recommendations to curb and eliminate all forms of bullying throughout Hillsborough County, Florida. The Committee shall consist of thirteen (13) members as follows: a. b. c. d. e. f. One (I) representative from the City ofTampa Police Department designated by the Chief; . One (1) representative from the Hillsborough County Sheriffs Department, designated by the Sheriff; One (l) representative from the Florida Department ofChildren and Families designated by the Regional Director; . One (1) representative from the Hillsborough <':ounty School District designated by the School Board; . One (l) psychblogist or mental health counselor from the Children's Services Department of Hillsborough County designated by the Director; One (1) representative from the University of South Florida College of Education or the Louis de la Parte Mental Health Institute as determined by the President of the University of South Florida;
1

2.

g.

h.

1.

J.

k. 3.

One (1) representative from the Department ofJuvenile Justice Hillsborough County Neighborhood Accountability Board.in the Thirteenth Judicial Circuit to be appointed by Director of Court Programs; Two (2) representatives from a child welfare advocacy organization such as Guardian Ad Litem, Parent Teacher Association, Parent Teacher Organization, Boys and Girls Club, Joshua House, YMCA, YWCA, or other such organizations, to be appointed by the Board; One (1) representative from the private sponsor(s) selected to participate with the County in the Anti-Bullying initiative appointed by the Board; One (1) representative from an organization who works directly with troubled youth such as those with emotional or mental handicaps appointed by the Board; and Two (2) members at large to be appointed by the Board.

In addition, the Committee may appoint non-voting participants and/or liaisons who may participate in meetings but may not vote. The Committee members shall serve without compensation although they may be reimbursed for travel and per diem expenses, in accordance with general law related to employee travel reimbursements and County policies, when traveling outside of Hillsborough County on County business so long as approval is obtained from the County Administrator's designee in advance of any such travel. Members appointed pursuant to paragraphs 2(a) through 2(g) shall serve at the pleasure ofthe appointing body or person. Members appointed pursuant to paragraph 2(h) through 2(k) shall serve staggered three (3) year tenns to be decided by the Board. The mission of the Committee is to help develop a comprehensive strategy for antibullying. In addition the group will solicit sponsorships and partners from private organizations. Where necessary, it will fonn operational groups, drawing in others as appropriate, to more effectively address particular aspects ofAilti-Bullying efforts (to include cyber bullying). This Committee is to be particularly concerned with bullying which affects children and young people up to the age of 18, whether or not they are at school, attending other settings in the community or at home. Where consistent with this mission, the Committee will: a. Promote a rights-respecting anti-bullying culture throughout the entire County; b. Raise and maintain awareness of bullying, its effects and strategies for reducing
~
.

4.

5.

6.

c. Collect and analyze data about bullying to enhance future policy and practice; d. Advise educational institutions and community settings and businesses where children are present about good practices related to bullying prevention including reporting and recording systems and surveys to curb bullying; e. Research, promote and disseminate solutions with regard to preventing bullying and intervention;
2

Work with children, young people and parents/caretakers to ensure effective systems exist throughout the County (parks, recreation centers, etc.) to address bullying; g. Promote and support the continued development of initiatives to maintain a reduction of all fonns of bullying. 7. This Committee will receive staff support and assistance from a department designated by the County Administrator for technical and clerical assistance including preparation ofminutes, meeting notices, custody ofpublic records, meeting room scheduling and other clerical services. The County Attorney's Office shall supply legal support to the Committee. The Committee is subject to Florida Statutes Section 286.011 also known as the Sunshine Law. In addition committee meetings win be scheduled during the County's regular business hours of 8:00 a.m. to 5:00 p.m., unless an emergency meeting is required and a quorum cannot be obtained during those hours. The Committee will detennine the frequency and duration ofits meetings based upon the time requirements necessary to accomplish its mission and accommodate requests from the Board. This Resolution shall take effect immediately upon adoption by the Board.

f.

8.

9.

PASSED AND ADOPTED this 5th day of Auqust ,2009. STATE OF FLORIDA COuNTY OF HILLSBOROUGH I, Pat Frank, Clerk of the Circuit Court and Ex Officio Clerk of the Board of County Commissioners ofHillsborough County, Florida, do hereby certify that the above and foregoing is a true and correct copy of a Resolution adopted by the Board at its regular meeting of August 5 ,2009, as the same appears on record in Minute Book 399 ,ofthe Public Records of Hillsborough County, Florida. WITNESS my hand and official seal this 6th day of
August

,2009.

PAT FRANK, Clerk of Circuit Court

Approved by County Attorney as to form and legal sufficiency

~~-'
3

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment 2: Bully Buster Web Site: www.hillsboroughcounty.org/bullybusters The site offers definitions and types of bullying, warning signs, resources, and various links.

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment 3: Photograph of one of 50 Bully Buster bus benches placed around Hillsborough County to kickoff the campaign in September, and the news conference to unveil the bench at the kickoff.

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment : Bully Busters bookmark and replica of the poster.

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment 5: Anti-Bullying Youth, Adult, Anti-Cyberbullying Pledges. We created these and have since distributed about 500. We also have them available on the Web site.

FAMILY ANTI-CYBERBULLY PLEDGE

I want to make a difference. I believe everyone should enjoy life equally, and feel safe, secure and accepted. To help stamp out bullying, I pledge to to:

YOUTHPLEDGE
I will not give out personal information on the internet. I will talk to a parent before I post or send out a picture of myself online. I will get permission from a parent before I meet someone face to face from the internet. I will keep my password to myself. I will tell my parent or another trusted adult if someone online is making me uncomfortable. I will not respond to any messages that are suggestive, obscene, belligerent, threatening, or make me uncomfortable.

PARENTSPLEDGE
I will talk to my child(ren) and we will decide upon the time of day, length of time, and sites or areas, that can be visited online. I will listen to my child(ren) when they want to tell me about on-line content that is bothering them to determine if it is suggestive, obscene, belligerent, or threatening. I will report aggressive, obscene or threatening online behavior.
Signed by: _________________________
(Youth)

Signed by: _________________________

(Parent/Guardian)

Criminal Justice Liaison | 813 276-2033| www.hillsboroughcounty.org/bullybusters/

This project was supported by Grant No. 2006-PG-BX-0100 awarded by the Bureau of Justice Assistance. The Bureau of Justice Assistance is a component of the Office of Justice Programs, which also includes the Bureau of Justice Statistics, the National Institute of Justice, the Office of Juvenile Justice and Delinquency Prevention and the Office for Victims of Crime. Points of view or opinions in this document are those of the author and do not represent the official position or policies of the United States Department of Justice.

PROMESA DE LOS ADULTOS CONTRA EL ACOSO

Yo quiero hacer la diferencia. Creo que todos tenemos el derecho de vivir y disfrutar de la vida de forma equitativa, sentirnos seguros y aceptados. Para ayudar a acabar con el acoso, yo prometo:

Trataraotrosconjusticiayrespeto. Defenderyapoyaraniosquehansidoacosados. ReportarinmediatamentetodoincidentedeacosoalaLneadeCrimeStoppersof TampaBay,llamandoal1-800-873-TIPS. Trabajarenuninalasescuelasyorganizacionesparapromoverelcomportamiento positivo,valorarlasdiferenciasypromoversensitividadenotros. ComprenderqueintimidaraotrosatravsdeInternet,correoelectrnico,opor telfonoesconsideradocomoacoso,yrehusarmeaparticipar. Discutirconregularidadconmishijossusentirsobreeltrabajoescolar,lasamistades yrelaciones. Estaralertaenlugaresdondehaymsprobabilidadesdequeocurraacosocomo: paradasdeautobs,pasillos,camposdejuegos,baosyotroslugaresdondelos niosserenen. Expresarmiopinincontraelacoso. Serpartedelasolucinyserunbuenmodeloaseguirparalosnios.

Firmado por: ___________________________ Fecha: _____________________

Oficial de enlace de Justicia Criminal | 813 276-2033| www.hillsboroughcounty.org/bullybusters/

Este proyecto fue financiado por la subvencin nmero 2006-PG-BX-0100, otorgado por la Agencia de Asistencia Judicial. La Agencia de Asistencia Judicial es parte de la Oficina de Programas de Justicia, que tambin incluye la Agencia de Estadsticas Judiciales, el Instituto Nacional de Justicia, la Oficina de Delincuencia Juvenil y Prevencin de Delincuencia y la Oficina contra Vctimas de Crimen. Los puntos de vista expresados en este documento son los del autor y no representan la posicin oficial o las polticas del Departamento de Justicia de los Estados Unidos.

ADULTS ANTI-BULLY PLEDGE

I want to make a difference. I believe everyone should enjoy life equally, and feel safe, secure and accepted. To help stamp out bullying, I pledge to:

Treat others with fairness and respect. Stand up for and support children who have been bullied. Report immediately all incidents of bullying to the Crimestoppers of Tampa Bay TipLine at 1-800-873-TIPS. Work as partners with schools and organizations to encourage positive behavior, valuing differences and promoting sensitivity to others. Understand that intimidating others through the Internet, email, or mobile phone is Cyberbullying, and refuse to participate. Discuss regularly with my children their feelings about schoolwork, friendships and relationships. Be alert in places where bullying is more likely to occur such as bus stops, corridors, hallways, playgrounds, parks, restrooms, and other places where children gather. Speak out against bullying. Be part of the solution and provide a good role model for children.
Signed by: ___________________________ Date: _____________________

Criminal Justice Liaison | 813 276-2033| www.hillsboroughcounty.org/bullybusters/

This project was supported by Grant No. 2006-PG-BX-0100 awarded by the Bureau of Justice Assistance. The Bureau of Justice Assistance is a component of the Office of Justice Programs, which also includes the Bureau of Justice Statistics, the National Institute of Justice, the Office of Juvenile Justice and Delinquency Prevention and the Office for Victims of Crime. Points of view or opinions in this document are those of the author and do not represent the official position or policies of the United States Department of Justice.

PROMESA DE LOS NIOS CONTRA EL ACOSO

Yo quiero hacer la diferencia. Creo que todos tenemos el derecho de vivir y disfrutar de la vida de forma equitativa, sentirnos seguros y aceptados. Para ayudar a acabar con el acoso, yo prometo:

Trataraotrosconjusticiayrespeto. Noenvolvermecongruposdeacosooserquieninicieactosdeacoso. Tenerelvalordedefenderaotrosquesonvictimasdeacoso. Reportarinmediatamentetodoincidentedeacosoaunadultoquepuedaayudar. ComprenderqueintimidaraotrosatravsdeInternet,correoelectrnico,opor telfonoesconsideradocomoacoso,yrehusarmeaparticipar. ReportarinmediatamentetodoincidentedeacosoalaLneadeCrimeStoppersof TampaBay,llamandoal1-800-873-TIPS. Hablarconpadres,maestrosyconsejerossobremispreocupacionesyotros asuntos. Estaralertaenlugaresdondehaymsprobabilidadesdequeocurraacosocomo: paradasdeautobs,pasillos,camposdejuegos,baosyotroslugaresdondemis compaerosserenen. Expresarmiopinincontraelacoso. Serpartedelasolucinyserunbuenmodeloaseguirparaotrosnios.

Signed by: ____________________________ Date: _____________________

Oficial de enlace de Justicia Criminal | 813 276-2033| www.hillsboroughcounty.org/bullybusters/

Este proyecto fue financiado por la subvencin nmero 2006-PG-BX-0100, otorgado por la Agencia de Asistencia Judicial. La Agencia de Asistencia Judicial es parte de la Oficina de Programas de Justicia, que tambin incluye la Agencia de Estadsticas Judiciales, el Instituto Nacional de Justicia, la Oficina de Delincuencia Juvenil y Prevencin de Delincuencia y la Oficina contra Vctimas de Crimen. Los puntos de vista expresados en este documento son los del autor y no representan la posicin oficial o las polticas del Departamento de Justicia de los Estados Unidos.

YOUTH ANTI-BULLY PLEDGE

I want to make a difference. I believe everyone should enjoy life equally, and feel safe, secure and accepted. To help stamp out bullying, I pledge to to:

Treat others with fairness and respect. Not become involved in bullying incidents or be a bully. Have the courage to stand up for others being bullied. Report immediately all incidents of bullying to an adult who can help. Understand that intimidating others through the Internet, email, or mobile phone is Cyberbullying, and refuse to participate. Report all incidents of bullying to the Crimestoppers of Tampa Bay Tipline at 1-800-873-TIPS. Talk to parents, teachers and counselors about concerns and issues. Be alert in places where bullying is more likely to occur, such as bus stops, corridors, hallways, playgrounds, parks, restrooms, and other places where my peers gather. Speak out against bullying. Be part of the solution and provide a good role model for children.
Signed by: ____________________________ Date: _____________________

Criminal Justice Liaison | 813 276-2033| www.hillsboroughcounty.org/bullybusters/

This project was supported by Grant No. 2006-PG-BX-0100 awarded by the Bureau of Justice Assistance. The Bureau of Justice Assistance is a component of the Office of Justice Programs, which also includes the Bureau of Justice Statistics, the National Institute of Justice, the Office of Juvenile Justice and Delinquency Prevention and the Office for Victims of Crime. Points of view or opinions in this document are those of the author and do not represent the official position or policies of the United States Department of Justice.

Florida Government Communicators Association Crystal Awards Support Materials

Submitted by: Hillsborough County Communications Contact: Carol Michel, Community Relations Coordinator, 813-307-8380 Project title: Bully Busters Attachment 6: Photographs from various Bully Busters Youth Council activities.