Online social marketing approaches to inform cyber/bullying prevention and intervention: What have we learnt?

Abstract Most cyber/bullying prevention and intervention initiatives traditionally have targeted the individual, class, and whole school community; however, findings on the efficacy of school-based cyber/bullying interventions have been mixed. Online social marketing-styled campaigns have potential to contribute to, and move beyond, school-based initiatives: operating in digital settings to align with existing youth online practices. Four sequential online social marketing campaigns ( N  = 5178), codesigned by youth, investigated technology’s role in fostering protective factors: respect for self and others; affirming others; help seeking; and goal setting. This approach enabled young people to be coresearchers, so that meaning about cyberbullying and well-being was cocreated, maximizing relevancy and currency in campaign messaging. Findings revealed extending campaigns beyond school settings provide opportunity for youth to engage and revisit campaigns, reinforcing proactive strategies and key messages, which nudge young people toward desired behavioral outcomes. Addressing social norms, attitudes, and perceived control were identified as entry points for preventative strategies.