Cyberbullying: Asda Mobile fight to raise awareness


By Rochelle Royal

Being a teenager is meant to be about hanging out with friends and making the most of not being an adult. When you are in school, your focuses are on getting the grades you need for your ideal job and when the school bell rings you only worry about what time and where to meet your group of friends.

This used to be the case; however, in recent years there are a lot of teens that are not enjoying their last years of non-adulthood. Instead, they are afraid to go to school and afraid to leave their homes and for one reason; they are being bullied but not just by someone they know, anonymously.


Cyberbullying is explained as repeatedly causing upset and distress to someone else using a technical device or social network platform. There is no stereotypical cyberbully and because it can be done anonymously the power of dynamics is completely removed. There has even been known that pupils (cyber)bully teachers because they do it anonymously.
There are so many different ways someone could be found guilty of cyberbullying, some of which many people have done without even realising.
Here are some examples of cyberbullying:

  • Sending nasty, hurtful text messages
  • Leaving mean comments on someone’s social media
  • Setting up hate groups on social media
  • Uploading humiliating/upsetting photos of someone with their permission
  • Sharing a status that is funny but not knowing how upsetting it is to the person involved.


According to Childnet International cyberbullying has become the number one safety concern within schools across the United Kingdom. This could be the reason why…

In May/June 2010 EU Kids online carried out research and using random stratified sample of 1,032 9-16 year olds and found that 21% of UK children within the 9-16yr age range have been cyberbullied.

The most common form of bullying was 7% received nasty and hurtful messages, followed by 5% of messages being posted or passed on through social media and 4% were bullied in another nasty way.

In 2011 The Diana Award followed up with research with a sample of 1,512 young people and found that a staggering 38% of young people had been affected by cyberbullying either as a victim or witness.


Recently, Asda Mobile launched a ‘Back to School’ campaign with the aim of allowing teens and university goers the opportunity to have their own affordable smartphone. However, they wanted to raise awareness of the potential dangers of teens having a smartphone if parents are not educated and know the signs to look for. So, with the help of The Diana Award and Childnet International, together we have successfully design a very useful guide on cyberbullying, the effects it has and how to cope with it from a child’s and a parents point of view.

You can read the full article on Raising Awareness on Cyberbullying with Asda Mobile in the News section of the Asda Mobile site.


If you have been affected by cyberbullying or know someone who has, there is always someone to talk to.

Visit our support centre for more information.