Why it worked
The video effectively uses a relatable and emotional hook (Cat Deeley's tears) to draw viewers in, then transitions into valuable, actionable information about a critical social issue (bullying). The clear on-screen text and structured presentation of information make it easy to digest and share.
Summary
This segment from "This Morning" discusses the "Know the Signs" campaign, which aims to help parents and carers identify and address bullying in children. It highlights various forms of bullying and provides resources for support.
Product placement
This Morning, ITV: APPEARS - This is a TV show logo. Removing it would not change what happens in the video.
The Sun: APPEARS - This is a news publication logo. Removing it would not change what happens in the video.
itv.com/helplines: APPEARS - This is a website URL. Removing it would not change what happens in the video.
On-screen text
This Morning, ITV
Cat Deeley chokes back tears as Ben Shephard steps in after emotional interview
KNOW
THE SIGNS
A Back-to-School Guide to Spot Bullying.
Know the signs. Start the conversation.
Don't let them face it alone.
itv.com/helplines
ONE IN THREE YOUNG PEOPLE WHO EXPERIENCE
BULLYING DON'T TELL THEIR PARENTS.
if you know or suspect that your child is experiencing bullying behaviour, it can be very upsetting.
You may feel unsure about what to do to support them. This guide will help you to know the signs
of bullying, know how to start a conversation, and what to do if you are worried.
ANTI
BULLYING
Bullying behaviour is repeated, negative
behaviour that is intended to make others
feel upset, uncomfortable or unsafe.
This can happen both online and offline.
A young person might be hesitant to tell you about bullying behaviour. They may feel embarrassed,
upset or angry. They may worry that, by speaking out, they will make the problem worse.
VERBAL
PHYSICAL
SOCIAL OR INDIRECT
ONLINE
Using speech, sign-
language or verbal
genures to
intentionally hurt
others. It includes
narcissistic, threats,
insults, teasing, or
verbal abuse.
Intentionally hurting
others physically. This
might include hitting,
pushing, blocking
someone's way,
damaging belongings,
or having someone
feel physically unsafe.
Negative actions
which are neither
verbal nor physical.
For example,
excluding someone,
spreading rumours,
turning others against
them, or leaving them
out of friendship
groups.
Using tech to hurt
others. This includes
posting offensive
pictures or messages,
accessing someone's
account without
permission, creating
fake accounts to
impersonate or harass
someone, creating
deepfake images
using AI.
itv.com/helplines
Bullying is behaviour that is intended to hurt, upset, intimidate, exclude or humiliate someone.
It is often repeated and usually involves an imbalance of power. It's important to remind young
people that you are there for them and will listen to their concerns.
WHAT ABOUT "BANTER"?
Banter becomes bullying when one person is no longer laughing,
feels humiliated, targeted, frightened or unable to make it stop.
A helpful question to ask if you think a young person might be experiencing
bullying banter is: "Are they laughing with you, or at you?"
If the same child is repeatedly the joke, repeatedly left out,
or looks uncomfortable, it needs to be taken seriously.
this
morning
KNOW
THE SIGNS
Supported by
WE'VE PUT TOGETHER SIX WARNING SIGNS
THAT PARENTS AND CARERS NEED TO LOOK OUT FOR.
THESE ARE SIX POSSIBLE WARNING SIGNS THAT
A CHILD MAY BE EXPERIENCING BULLYING.
itv.com/helplines