LAS VEGAS - Bullying isn't just one kid beating up another at school or stealing someone's lunch money. The abuse can be physical or verbal, tormenting young people well into adulthood.
"It can be extremely traumatizing for not only the student, but the parent and even the other siblings," said Clark County School Board Vice President Dr. Linda Young.
Once dismissed as a normal part of growing up, bullying has gained the attention of the school board and at least one local business. Brian Cruse and public relations firm R&R Partners created the statewide campaign "Flip the Script."
"The main message being that bullying is a serious problem in schools, and kids don't feel safe," Cruse said. "It's not the person you would classify as your typical person who's going to be bullied. It happens to everybody. It happens to football players, cheerleaders."
Learn More About the "Flip the Script" Campaign
The "Flip the Script" campaign includes television ads and a website that acts as an information hub for teachers, parents and students on the dangers and warning signs of bullying.
Incoming high school freshmen Daniel Zhu and Olivia Traasdahl shared their essays on youth violence with the school board Thursday night.
"Encouraging parents to give a better effort and be a better role model could help, because it may get rid of all the negative feelings of the bully and give them someone better to look up to and follow," Zhu said.
"All kids need to try to stop youth violence, and I'm doing my part," added Traasdahl.
Next month, a second phase of the "Flip the Script" website will be launched to include quizzes, polls, and more videos on the dangers of bullying.
