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Dubai, UAE: Cartoon Network Middle East today announced the findings of a study into bullying as part of its regional support for Cartoon Network’s EMEA-wide anti-bullying initiative, CN Buddy Network. The study, which surveyed over 2,000 parents in the Middle East with kids aged 6-12 years, found nearly half of respondents across the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA) reported an increase in cyberbullying amongst children during the COVID-19 pandemic.
The research further revealed that 40 per cent of parents in the UAE and 48 per cent in the KSA believe their children have been bullied online during the pandemic. Nearly a quarter of these incidents were reported directly by the children to their parents. Verbal bullying was found to be the most common form of bullying in schools, with 36 per cent of parents in the UAE and 32 per cent in the KSA saying that their child had at some point been impacted. Furthermore, 17 per cent of respondents in the KSA said that their kids were subject to racist bullying.
Mohamed Sheiha, Head of Marketing, Digital & Communications, WarnerMedia MENAT, said: “It is clear from our survey results that bullying is on the rise in the UAE and the KSA. Bullying in childhood is a major public health problem and through our CN Buddy Network campaign, we want to further raise awareness about the harmful effects of bullying – both in person and online – and educate parents and children to mitigate this.”
Other notable research findings include:
- Social networking sites are contributing to the issue of cyberbullying with kids increasingly using platforms to spread rumours or to repeatedly tease or make fun of someone online.
- Jibes about weight, poor social skills and nationality emerged as the main causes of online bullying in the UAE, with poor social skills coming out on top in the KSA.
- A major deterrent in reporting cases of bullying – particularly for students in the UAE – was a feeling of shame, followed by the fear of retaliation from the bullies.
Cartoon Network Middle East launched CN Buddy Network in the UAE in 2019, encouraging children aged 5 to 12 years to ‘Be a Buddy, Not a Bully.’ It aims to educate children and parents about the effects of bullying and provide practical ways to counter it. The CN Buddy Network campaign uses TV content, events, and digital and social outreach to spread its anti-bullying message.
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About the Cartoon Network Middle East-YouGov Cyberbullying Survey
Cartoon Network Middle East commissioned a survey in collaboration with YouGov to understand the issue of cyberbullying amongst children during the COVID-19 pandemic across the UAE, KSA and Turkey. The survey was conducted and completed in February 2021 and covered 2,015 parents of children aged 6 to 12 years across both UAE and KSA. It included respondents across Dubai, Abu Dhabi, Sharjah, and Northern Emirates in the UAE, and Riyadh, Jeddah, and Dammam in Saudi Arabia, covering both males and females.
The survey primarily covered parents in the 31-40 age group, followed by 41-50 age group, and then the below 30 age group. Spanning every aspect of cyberbullying across 15+ questions and 120+ different parameters, the study covered the entire spectrum of factors leading to bullying.
About Cartoon Network
Cartoon Network is a division of WarnerMedia and the #1 global animated series network, offering the best in original content for kids and families with such hits as Ben 10, Craig of the Creek, DC Super Hero Girls, Steven Universe, The Amazing World of Gumball, Teen Titans Go!, Victor and Valentino, and more. Seen in more than 185 countries, over 450 million homes and in 33 languages, Cartoon Network inspires the next generation of creators and innovators by engaging its audience at the intersection of creativity and technology. Its award-winning pro-social initiatives, Stop Bullying: Speak Up and CN Buddy Network are acknowledged and often used resources for kids and adults looking for tools that can assist in dealing with the ongoing issue of bullying.
About WarnerMedia
WarnerMedia is a leading media and entertainment company that creates and distributes premium and popular content from a diverse array of talented storytellers and journalists to global audiences through its consumer brands including: HBO, HBO Max, Warner Bros., TNT, TBS, truTV, CNN, DC Entertainment, New Line, Cartoon Network, Adult Swim, Turner Classic Movies and others. The organization also includes Xandr’s suite of advanced advertising solutions designed to help to improve advertising for brands, publishers, and consumers.
WarnerMedia is part of AT&T Inc. (NYSE:T).
© Press Release 2021
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