10 Million Kids Campaign

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The Project

One million kids began as a dream – we imagined what it could mean for one million students and their educators around the world to see our film. But like any big dream, it seemed an impossible feat at first. That is, until we did it.

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More About the Project

When we started, our primary goal was to educate kids, and we aimed our materials at teaching them the lessons of the film. But we soon realized that we were missing a bigger opportunity to impact the adults in the school community. With the guidance of our partners, we looked for the most effective prevention strategies; we asked ourselves what we could deliver at scale that could make a difference?

The outcome of that work was a commitment to an educational reform approach known as Social and Emotional Learning (SEL). SEL is about building trusting relationships within a school, teaching empathy, and ensuring that every student (even in a large school) has one adult they are connected to and can trust when they have a problem. It’s about building student leadership and embracing new types of discipline, and about creating public accountability around these issues. But it has also traditionally been a confusing and tough sell.

So our new task was to leverage the power of BULLY to move hearts and minds in the direction of SEL. In its first wave, over 250,000 students saw BULLY in movie theatres across North America!

Now our educator’s DVD and tool kit has become the vehicle: with a distinct “You can do it!” attitude and a universally affordable price of $35.00, it encourages purchasers to get on a roadmap to creating change in schools. We moved from a focus on teaching the lessons of the film to kids to curating a broader user experience aimed at adults first, and built on the premise that anyone in a school community can be the change maker. This theory of change is critical to understanding our 1 million kinds campaign. Today – with your help – The BULLY Project has surpassed its initial goal of 1 Million Kids. We have now reached over 3.6 million kids in over 3,000 cities and 7 countries, and that number is continually rising. 3.6 million represents 25% of all secondary students in the United States, but we know that can do better: As a result we’ve increased our goal to reach 10 Million Kids!