Since 2008 Telenor has been working to increase
internet awareness and to prevent digital bullying
among children and young people. In 2009 we
initiated what has become Norway's most extensive
drive against digital bullying: The Bruk Hue ["Use
your head"] campaign. The initiative is based
on visiting junior secondary schools throughout
Norway to increase awareness of digital bullying
among young people and their parents. We have
three partners in this work: The Norwegian Media
Authority's Trygg bruk ["Safe use"] centre, the
Norwegian Red Cross and its dialogue service Kors
på halsen ["Cross your heart"], plus the parents'
organisation Kids and Media Norway. Since it started
the campaign has visited 350 junior secondary
schools throughout Norway, addressing more than
100,000 pupils and almost 18,000 parents.
We meet schoolchildren during the day and their
parents the same evening. Both target groups get
to see a film about digital bullying, then the themes
of the film are discussed in plenary. The campaign
has two main objectives: Partly to give young
people and their parents knowledge about what is
acceptable digital behaviour and partly to provide
information about what the consequences of digital
transgressions can be and what the victims of
bullying can do to stop unacceptable behaviour.