New anti-bullying campaign from TikTok uses humor and creativity and engages six talented animators to drive message home
TikTok, the leading destination for short-form mobile videos, is strengthening its commitment to safety and kindness with the launch of #CreateKindness, a global campaign and a creative video series aimed at raising awareness around online bullying and how we can all choose kindness.
As part of its ongoing commitment to promote online kindness, TikTok is launching an animated video series that tells the real and personal stories of six creator-animators whose distinct animation styles complements their diverse experiences. The videos, each subbed in Bahasa Malaysia, will be available on @TikTokMalaysia, as well as @TikTokTips, a TikTok-owned dedicated account to promote privacy, safety, and positive vibes!
Through their videos, these talented creators offer perspectives on the unintended impact of cyber-bullying, how to counter it, and remind us why it's important that we work together to prevent it.
- In "Block the Bullies", @milkymichii reveals how she deals with unkind Duets.
- Through the introspective "Why Would You...", @recokh illuminates how his insecurities are behind the desire to be unkind to others and how he navigates these feelings.
- With "I Want to Hold On To", @kellyemmrich shares how to overcome negative comments by focusing on the communities that celebrate her.
- In "Walk Away", @amyrightmeow gives advice on how they deal with people intentionally misrepresenting their thoughts.
- In "Power of Words", @rosie.gif explores the impact that micro-aggressions can have and implores people to think before they post.
- Through "What We Don't See", @king.science encourages people to treat one another with care and compassion.
By using their distinctive animation styles and voices, and revealing themselves at the end of the videos, these creators drive home an important message: behind every account is a real human being who deserves to be treated with kindness and respect.
"At TikTok, we value the trust of our community and work hard to maintain it by cultivating an inclusive atmosphere. Bullying behavior damages the trust-based nature of the app by harming people's confidence in themselves. We're mindful that although in-app interactions may seem harmless to some, the impact of people's online experiences don't always disappear when they close the app. This is why we greatly value the stories from our community about their experiences and why we invest in measures to help TikTok remain a place where kindness and compassion thrive," said Darren Quek, Strategy Content Manager, TikTok Malaysia.
Fostering kindness and preventing bullying on tiktok
People around the world come to TikTok to be entertained and to express themselves creatively. The immense diversity of people and content on the platform is what makes TikTok such a special place – from creators highlighting personal behaviours that have been influenced by loved ones in the mosaic trend to sharing their customs and traditional food with the #culturechallenge. TikTok is driven by their passion to maintain a welcoming environment for the global community, and over the last year has introduced a range of features aimed at fostering kindness and preventing bullying.
Videos using hashtags related to kindness, including #love and #kindness have garnered over 400 billion views and generated almost 50 billion video creations around the world. Heart stickers and creative effects are also among the most popular product features used on TikTok to celebrate kindness. These have been added to over 2 billion videos globally in the past year, with communities in the US, Philippines, Indonesia, Brazil, and Mexico using them the most.
"We're committed to promoting well-being and positive online behavior as we strive to make meaningful and enjoyable experiences possible for everyone. This includes working to remove content and accounts associated with harassment and bullying. Bullying is not tolerated on TikTok, and we work to combat it through our policies, features, and partners such as as we continue to champion comprehensive approaches to online safety," added Darren.
In addition to these videos, which can be found all month within the Discover page, TikTok invites its community to participate in the #CreateKindness hashtag challenge by creating TikTok videos that share the heart-warming moments and comments that inspire you to spread kindness.
Through this campaign, TikTok invites their community to choose, celebrate, and create kindness with one another, every day.
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo. www.tiktok.com.