Clarity Strategic^TM

Kelly Karius describes her Bully Outreach Project to the audience of the fund-raising Pepsi Refresh Project this way:

The Bully Outreach Project project will pack a lot of long term punch. The Motorhome will travel across the country and provide no cost presentations about bullying to schools. The Project will work directly with media to publicize issues relating to bullying and to profile systems that are working well within schools. The project will gather stories and ideas, and publish them in an ongoing blog and Vlog during the trip.Donations will be gathered for Kids Help Phone [...]

The Bully Outreach Project is the most ambitious initative social worker Karius has ever undertaken, and she feels it is a matter of inspiration.

This program will involve crossing the country of Canada to facilitate discussion about bullying and remedies to bully actions and victim responses. Services will include speaking to children, teachers and parents about the issue. Distributing information about more resources and ideas to manage bullying.

But Karius is not satisfied there: after completing the Canadian journey scheduled for the 2010-11 school year, she intends to bring the motorhome and the bullying resources south of the border, and traverse the USA - with the ultimate goal to be nothing less than the elimination of bullying from our schools altogether.

Her own bullying resources are substantial in themselves: a collection of school curricula written (by Karius and, in some cases, with my assistance) for various levels and sporting her own No Such Thing As A Bully label. But she will also carry the resources of other initiatives, whether they are available to her audience of students, parents and educators for free or for purchase.

Karius plans at this point to run her campaign in the early going largely through the social media, spreading the load (as Clarity Strategic recommends, anyway) as follows:

Twitter: for (of course) short content: announcements, links to longer content, textual "sound bites" (which, if they came from famous authors, would simply be referred to as "quotes," though the sense here is of something more active). It's also worth noting here that the Project tour could justify Kelly's participation in Foursquare - unlike many folks who use Foursquare, there is a chance that Kelly's whereabouts and local recommendations might actually be of interest. LOL

Facebook: for more media-filled and audience engaging content: links to media coverage of the Project tour, responses to online inquiries, recruiting for the newsletter, photos from various stops, etc.

Blog: as (of course) an online journal, where Kelly gets into the details of the tour and things that happen at various stops. She thinks the greatest importance of the Blog on this campaign is probably in the social sharing via bookmarking and social media linking.

Newsletter: Kelly's had a newsletter with several hundred subscribers for several years, and it could be argued that by virtue of tenure, it's the most effective social media outreach she's had. But it's particularly important here as her opportunity to hold on to new friends she makes on the tour, no matter how she may meet them.