R&R Partners Foundation
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Flipping the Script on Bullying: How the R&R Partners Foundation Created a National Movement

We knew that awareness was the ultimate catalyst for change. We launched “Flip the Script” to turn the concept of bullying on its head, galvanizing vital conversations among families, educators and elected officials. We started at the structural level, volunteering on the national board of the Human Rights Campaign and lobbying for new school-regulatory initiatives.
Year
2012-2014
Support Type
Pro Bono
Focus Area
Education
Flipping the Script on Bullying: How the R&R Partners Foundation Created a National Movement

The Challenge

  • As many as 1 in 3 children endure verbal, physical or cyberbullying on any given day in America. This crisis leaves lasting scars, often leading to depression and low self-esteem that persist into adulthood. Sadly, most bullying situations go unspoken. They happen entirely without the knowledge of parents or teachers until it is too late. The R&R Partners Foundation recognized the urgent need to bring these hidden struggles to light and take a firm, proactive stand against the national bullying epidemic.

Our Approach

  • Once the structure was set, we rolled out a comprehensive marketing campaign. The initial launch featured public service announcements across print, radio and television, alongside a dedicated resource hub, flipthescriptnow.org. We secured direct support from Nevada Governor Brian Sandoval, who championed the cause by declaring a statewide “Week of Respect” to coincide with the start of the school year. Statewide collateral empowered students to stand up and end the cycle of bullying.
  • To take the movement national, we engaged youth directly through the “Flip the Script Commercial Challenge.” Kicked off by Carly Rae Jepsen, the contest empowered students across the country to create their own 30-second anti-bullying PSAs. We also leveraged powerful partnerships with USA Network’s Characters Unite, Mike Tyson, Hot Chelle Rae and Jake Miller to host the #unite LIVE concert, cementing the campaign’s massive national presence.

Inspiring a Nationwide Conversation and Historic Legislation

The campaign successfully brought a hidden epidemic into the national spotlight. By giving kids, parents and teachers the tools to identify and combat unfair treatment, “Flip the Script” shifted the cultural narrative around bullying. Beyond massive media visibility and youth engagement, our early advocacy efforts directly influenced systemic change. The campaign resulted in landmark state legislation that actively protects students in the classroom, proving that getting the conversation started is the first step to saving lives.

50 Million Earned Media Impressions:

Garnered extensive coverage in top-tier outlets, including USA Today, Seventeen magazine, Billboard and The Hollywood Reporter.

170 Million Total Impressions:

Achieved massive reach across TV, radio, print and digital channels, including features in leading publications like Newsweek, Sports Illustrated, Time and Oprah.

Historic Legislative Change:

Helped pass a new law that makes Nevada one of the toughest states in the country regarding anti-bullying, enforcing mandatory prevention programs in schools.

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