Building a collective identity to foster an anti-bullying culture

As part of a grassroots anti-bullying campaign for children of military families in schools in the United States, social movement participants used collective identity to promote anti-bullying messages. Collective identity activities taken by school staff, parents and community members to promote the message "Because Nice Matters" included:

• designing and using posters, artwork and t-shirts to publicize their communication messages
• selecting and using the colours black and purple to unify their campaign
• engaging staff and students in the initiative
• having local businesses wear t-shirts with anti-bullying messaging as a sign of community support (de Pedro et al., 2017).