Media Handbook for National Human Rights Institutions It is important to share these findings with your campaign allies and stakeholders. Not only does it help strengthen the relationships established during the campaign planning and implementation phases, sharing positive results helps motivate people to continue their efforts to advocate for social change and respect for human rights. BACKMEUP ANTI-CYBERBULLYING CAMPAIGN BackMeUp was an ambitious two-staged campaign conducted by the Australian Human Rights Commission between June 2012 and February 2013. The goal of the campaign was to encourage young people (aged 1317 years) to support their friends targeted by cyberbullying. Research on bullying has found that bullying incidents usually occur in front of bystanders and that the majority of people feel either powerless to act or actually encourage the bullying. The campaign was driven through social media and centred on an online video competition. It featured its own website, which was created on Facebook as an “application” (app). This was replicated on another Commission online human rights portal, Something In Common. The campaign also had a Facebook timeline (connected to the Facebook website) and a YouTube channel. More than 100 films were entered in the BackMeUp competition, gathering over 56,000 YouTube views. Winners of the competition received a week’s training in film-making at the National Institute of Dramatic Arts. The campaign included the development of a 30-second Community Service Announcement adapted from one of the winning films. It was broadcast on ABC TV, the national public broadcaster, and Foxtel, a pay-TV service. BackMeUp had two campaign ambassadors, one of whom was a highprofile television presenter with appeal to the youth audience. She had experienced serious bullying when she was growing up and she spoke about her personal experiences as part of the campaign. The campaign was evaluated via a mix of qualitative and quantitative data collection methods, including: a review of project records; emailed interviews and informal discussions with stakeholders; and a review of web analytics. An online survey completed by 99 respondents (87 per cent completion rate) was also distributed via the BackMeUp Facebook timeline. The majority of respondents were young people who had created films for the competition. The BackMeUp films and campaign information are available at http://somethingincommon.gov.au/backmeup. Chapter 3: Media advocacy | 57