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September 3, 2014

DoSomething.org Joins Forces with WWE and The Creative Coalition’s Be a STAR Anti-Bullying Initiative


The Bully Text campaign uses an SMS text message experience to encourage young people to step up to bullying

New York, NY – September 3, 2014 – DoSomething.org, the largest organization for young people and social change, and Be a STAR, an anti-bullying initiative co-founded in 2011 by The Creative Coalition and global entertainment company WWE, are teaming up for The Bully Text: Superstar Edition, a campaign that uses an SMS text message game to get young people to take action around bullying.

Beginning today, young people will be able to participate in the SMS text message experience that virtually walks them through a day in the life of a student giving them a chance to take action around bullying. For example, young people receive a text in the experience with the following scenario: "Seth teases Amy, ur lab partner, about her stutter & everyone laughs. Do u A) wait & comfort her after class or B) tell them to quit it." Each scenario is designed to make young people think about what they would do in the face of bullying alongside some of their favorite WWE Superstars.


“Both DoSomething.org and Be a STAR are committed to giving young people the tools they need to combat bullying,” said Naomi Hirabayashi, Chief Marketing Officer, DoSomething.org. “Through DoSomething.org’s expertise in using innovative SMS games to tackle important issues and WWE’s global reach and passionate fan base, this partnership is a no-brainer.”

WWE Superstar Sheamus® has joined forces to record a public service announcement to encourage participation in The Bully Text.

“We are proud to partner with DoSomething.org and their successful Bully Text Campaign, which has already provided thousands of young people with the education and resources they need to stop bullying in their communities,” said Stephanie McMahon, Chief Brand Officer, WWE. “Utilizing WWE’s global platforms will provide additional exposure for The Bully Text as well as new opportunities for young people to take a stand against bullying.”

“Bullying is the unfortunate great equalizer. The Bully Text Campaign provides a direct and positive resource to the younger generation,” said Robin Bronk, Chief Executive Officer, The Creative Coalition. “Be a STAR aims to provide students with the best assets that help combat the bullying epidemic, and the Bully Text Campaign is something we want in every student’s anti-bullying toolbox.”

To play the Bully Text, visit http://www.DoSomething.org/star or text STAR to 38383.

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