Cartoon Network has launched a new anti-bullying campaign to raise awareness and empower kids to take action against bullying. 

The CN Buddy Network kicks off in the U.K. for National Anti-Bullying Week today and leverages Cartoon Network’s animation and storytelling to address bullying in a way that motivates kids to talk about their experiences, be a good friend and offer support to others.

In the U.K., Cartoon Network will collaborate with ChildLine, a helpline for children and young people, to talk about bullying issues and provide immediate advice and support for those in need. The multi-platform campaign also includes an original series of animated shorts addressing the viewpoints of the Bully, the Bullied and the Observer, as well as a public service announcement featuring campaign ambassador, British rapper Tinie Tempah, to air on Cartoon Network. 

Cartoon Network Italy has also launched the anti-bullying campaign, Stop Bullismo: Parla. The first original animated short interstitial premiered on-air during an episode of “X-Factor” and addresses the viewpoint of the Bullied with voiceover commentary from pop singer Mika. The campaign is being supported by a cross-promotional media partnership with Sky Italia as well as social media outreach and a dedicated campaign microsite for kids online.

“Cartoon Network represents a place where kids can be themselves and encourages them to be comfortable and confident with who they are,” says Giorgio Stock, president, Turner Broadcasting EMEA. “We know that bullying is an issue that affects many of our young viewers worldwide. Working with partners like ChildLine, we want to empower them to take action against bullying by being friendly and supportive to others, and also by not being afraid to speak up and tell someone if they are being affected. We are addressing this sensitive issue in a way that kids can relate to, and providing advice on where they can go for support.”

Cartoon Network plans to roll out versions of CN Buddy Network in other countries across the EMEA region in 2015. Next to launch will be Poland in January.