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ESPN Is Training Schools With An Anti-Bullying Program

ESPN Is Training Schools With An Anti-Bullying Program
Brand Activation & Immersion

As part of its X Games 'Shred Hate' initiative, the sports network joined forces with anti-bullying groups to help curb negative behavior in schools

Ivanha Paz
  • 20 june 2018

Annual extreme sports event the X Games is continuing its anti-bullying initiative, Shred Hate, which launched last year and is produced by cable sports network ESPN. Through partnerships with anti-bullying groups—including No Bully, GLSEN, Crisis Text Line and DoSomething.org—ESPN is training participating schools on how to implement the “No Bully System.” The network recognizes that although sports can be a refuge for kids from bullying, they can also be a cause, and is doing its part to make a difference. The X Games is a fitting advocate for anti-bullying campaigns since action sports can be a positive alternative for those who don’t fit into traditional sports molds.

ESPN’s goal is to reduce instances of bullying in the schools it works with by 90%, and it plans to expand the program from school districts in Colorado to Chicago, Washington D.C. and Minneapolis. A network as large as ESPN is an effective platform to spread awareness on the topic of bullying, given the influence it has on the age demographic most prone to participate in the negative behavior. The Shred Hate campaign is in keeping with trends from PSFK’s CX Playbook, which outlines the need for brands to align their company with a broader purpose and participate in positive changemaking initiatives.

X Games

+advertising
+anti-bullying
+Brand Immersion
+cx playbook
+Education
+ESPN
+loyalty
+Marketing
+The X Games

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