The Mutua Madrileña Foundation and Disney initiate a collaboration to fight together against bullying. 80% of students in 6th grade of primary and 1st and 2nd year of ESO consider the mobilization of peers as the most effective measure to stop the harassers. Despite this, just over 20% of the victims have felt supported in this type of situation. In order to fight against bullying, Ignacio Garralda, president of the Mutua Madrileña Foundation and Simon Amselem, CEO of the Walt Disney Company in Spain and Portugal, presented on December 13 the agreement reached in an act in the capital of the country.
With the hashtag #ActivaTuPoder, this joint initiative aims to mobilize the witnesses of bullying and the companions of the victims so that they are able to react to it and stop it, involving characters recognized by everyone from Disney, Pixar, Star Wars and Marvel.
To this end, a first audiovisual piece has been created that includes some of the main characters of the commented universes. In it, these animated heroes inspire children who are witnesses of a school bullying situation to act, take sides, raise their voices and defend their peers who suffer this situation. The video is directed by the filmmakers César and José Esteban Alenda, winners of a Goya Award.
The objective of this action is to sensitize children within the age range in which bullying occurs, and prevention for the youngest children. The action will be developed throughout 2019 in different communication channels including Disney and its social networks, involving various influencers. They are intended to amplify the dissemination of the message. It is estimated that only with the media of Disney (television channels and your app) will impact approximately 80% of children in Spain aged between 4 and 13 years.
The social networks of Disney Spain accumulate more than 5 million followers, counting Facebook, Twitter, Instagram and YouTube.
The witnesses in an active role
Schoolmates who witness scenes of harassment can be fundamental in reversing these situations. It is important that bullying witnesses become active subjects. The empowerment of boys and girls who witness bullying has always been at the center of the Mutua Madrileña Foundation's program of action, which has already launched, together with the ANAR Foundation in 2015, another action to combat bullying through a triple way: campaigns in social networks, prevention plan in schools and sociological studies of the problem.
In a recent study by Fundación Mutua Madrileña and Disney it was reflected that most students believe that one of the most effective measures to stop bullying is the support of their peers. The research shows that only 23.7% of the victims felt supported in a situation of harassment, practically the same percentage as two years before.
You can find more information at The information about bullying is available at Let's finish with bullying.com.