TikTok launched an advertising campaign against bullying on Monday (August 9). In the campaign, titled #CultiveKindness, six content creators explain why it is important to work together to combat bullying and how to face the impact that this harmful behavior can have on people's lives. The videos are available on TikTok's official account, @masterclassbr.
“We understand that while interactions on the app may seem harmless to some, the impact of people’s online experiences does not always disappear when they close the app,” the company said. in a statement about the campaign. “That’s why we deeply value our community’s stories about their experiences and invest in measures to help TikTok remain a place where kindness and compassion thrive.”
The animated videos included in TikTok’s campaign tell creators’ real, personal stories about bullying. In “Block the bullies”, for example, creator Milkymichii (@milkymichii) explains how she deals with rude people in her community. Already in “Comments I want to keep”, Kelly Emmrich (@kellyemmrich) shows how she overcomes negative comments and focuses on positive communities about her. Influencer AmyRightMeow (@amyrightmeow) also gives advice in “Move away” on what to do when people try to take your video out of context and misrepresent your positioning.
@masterclassbr What do you do when someone takes your video out of context and tries to put you down? Check out this tip and CultivateKindness ❤️🌸
Anti-bullying and harassment resources
Earlier this year, TikTok released a massive package of updates against bullying and harassment in the digital environment, which includes a feature that warns users when they try to post offensive comments. The company also announced a partnership with the Cyberbullying Research Center, an organization that researches the nature and consequences of online bullying. “We know that comments are an important way for community members to connect with creators,” the company said at the time.
On the other hand, videos with hashtags related to kindness generate around 50 billion creations and 400 billion views worldwide, according to Tick Tok. Last year, the Chinese company says it added stickers and creative effects to celebrate uplifting feelings — in Brazil, there were more than 450 million videos in this tone.
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