Focus: Communications - Three minutes with... Nikki Kerr, projects manager, Kidscape

WHAT IS THE NEW BOOKLET YOU HAVE PRODUCED?

Don't Bully Me! is an anti-bullying booklet aimed specifically at primary school children. Until now, all the information we have produced on bullying has been aimed at older children and the scenarios used are inappropriate for the under-11s.

This booklet is aimed very much at children and uses big text and pictures.

The idea is to help them distinguish between general teasing and bullying and encourage them to tell someone, because young children can be scared of adults.

IS THERE A DEMAND FOR THIS KIND OF INFORMATION?

People tend to think that children start bullying only when they get older, but they grow up much more quickly now and start to experience the emotions that go with that.

We realised there was a need for something like this because calls to our helpline from primary school children and their parents have nearly doubled in the past two years.

HOW DID YOU FUND THE INITIATIVE?

We have had a partnership with Argos for some time now and it agreed to pay for the costs of the booklet. It ran a competition to see which of its employees' children could design the best front cover.

We produced everything else in-house. The initial print run was 50,000 copies, and we made sure each of the 27,000 primary schools in the country received a copy.

HOW SUCCESSFUL HAS IT BEEN?

We quickly had schools requesting more. The number of orders was astonishing, so we produced another 50,000 copies priced at 35p each.

We first printed the booklet towards the end of the school year, so we anticipate a demand for more at the start of the new year. It's easily been one of our most successful projects ever.

- Copies of Don't Bully Me! are available at www.kidscape.org.uk

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