USE YOUR HEAD PROGRAM AGAINST DIGITAL BULLYING Ana Brodtkorb, Head of Corporate Responsibility, Telenor Norway ICT Forum –“Developing skills for the digital world” Brussels, December 2, 2014

2 8 out of 10 children and young people use smartphones and log on to social media several times a day Only 4 out of 10 children perceive their parents to be interested in what they have done or seen on the Internet Norwegian children and young people are top in Europe for access to digital communication solutions 13 percent (65.000) of children between 10 and 15 years say that they themselves have been bullied online DIGITAL BULLYING - AN IMPORTANT SOCIAL ISSUE Data from European research project ‘’EU Kids Online’’ and the The Norwegian Media Authority's study "Children and Media 2014"

USE your HEAD - HOW IT ALL STARTED  Signature initiative within one of Telenor Norway’s main CR areas – supports Telenor’s global focus on Digital responsibility and Safe Internet  Established back in 2009  Based on the need for raising awareness and providing knowledge and advise on how parents and children should deal with bullying online and via mobile phone 3

4 Joining forces with the right partners

OBJECTIVES AND MAIN ACTIVITIES 5 Objectives  Giving young people and their parents knowledge about what is acceptable digital behavior  Providing information about consequences of digital transgressions and what the victims of bullying can do to stop unacceptable behavior Activities and tools  Schools visits by experts engaged by Telenor  Meetings for parents in the evening  Development of Bullying filter

Additional activities  Development of Use Your Head app  Engagement of programme ambassadors – celebrities that had an experience with digital bullying  Using relevant and effective communication channels  Involvement of employees and their network 6

THE Telenor Day - Employee engagement

Important stakeholders joined us in our effortS... 8 Bullying is completely unacceptable in any form! Every day there are children and young people who dread going to or being at school, or checking their mobiles, because they are afraid of what will happen. Bullying is a serious social problem that we all share a responsibility to fight. Erna Solberg, Prime Minister of Norway Former Minister of Culture, Hadia Tajik Former Minister for Children, Equality and Social Inclusion, Inga M. Thorkildsen Haakon, Crown Prince of Norway Prime Minister, Erna Solberg

9 Use Your Head became Norway’s most extensive drive against digital bullying Over 550 schools have been visited Almost 166,000 pupils and 33,000 adults have improved their understanding of digital bullying 7 out of 10 children who have participated in the program say they have been furnished with the knowledge they need to deal with bullying on their mobiles and on the Internet While the number of children and young people going online is increasing, the levels of digital bullying has decreased by 2% in the past 2 years Use Your Head has been recognized internationally as an important initiative which fights digital bullying 1 prOGRAM impact so far

High media visibility and recognition 10

11 USE YOUR HAED Way forward New arenas presence at variety of arenas where target groups are (apart from schools) Expanding target group to younger children (10-13 yr) ‘’Digital parents’’ Expand focus on further educating adults / parents ‘’Go digital’’ create word of mouth & word of web among target group Make closer relation and relevance to security and technology; use Telenor employees as storytellers from parent perspective Traveling Use Your Head stant on large events, concerts, festivals etc Digital engagement viral campaign Develop concept for expanded target group

12 Battling digital bullying - We must make a difference ! Thank you