Marketing

USA, Disney Stand Up to Bullies

4/16/2012 12:01 AM Eastern

USA Network and
Disney Channel are taking
on the issue of bullying
with public-service
campaigns running
throughout this month,
highlighting the importance
of combating hate
and discrimination.

USA has teamed with The Weinstein Co.,
producers of the theatrical film Bully, to
promote the movie as well as USA’s multicultural
“Characters Unite” public-service
campaign, network officials said.

During the month, USA will run a special,
tagged version of its Characters Unite
“I Won’t Stand for …” public-service announcement
adjacent to a spot for Bully. The
PSAs feature hundreds of diverse characters
— including USA stars Patrick J. Adams
and Meghan Markle (Suits); Christopher
Gorham (Covert Affairs);
Reshma Shetty
(Royal Pains); and
Marsha Thomason
(White Collar) — conveying
a shared commitment
to fight social
injustice, the network
said.

The Weinstein Co.
will also run the “I
Won’t Stand for …” PSA in theaters across
the country.

In addition, USA will publicize “Bully”
on its Characters Unite Facebook page and
Twitter handle [#charactersunite].

Disney Channel is teaming with kidsbased
social media advocate group
Common Sense Media for its own anti-
cyberbullying campaign to air on Disney
Channel, Disney XD and Disney.com,
the network said. The PSAs are part of its
“Friends for Change” pro-social initiative,
encouraging kids and families to take a
stand against online bullying.

Spots will feature such Disney networks
stars as Billy Unger (Disney XD’s Lab Rats),
as well as the casts of Disney Channel series
A.N.T. Farm, Austin & Ally, Good Luck Charlie,
Jessie and Shake It Up.

The PSAs, geared to Disney Channel’s
target demo of 6-to-14-year-olds and
their families, will run several times a day
throughout the month on Disney Channel,
Disney XD and Disney.com.

Disney Channel senior vice president of
original programming Adam Bonnett said
in a statement: “We’re proud to be working
with Common Sense Media on this effort,
giving an opportunity for our talent to
connect with our viewers against cyberbullying,
and in support of responsible, respectful
behavior, online and in person.”

March