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Family Channel readies anti-bullying initiative

Toronto-based specialty television channel Family Channel is preparing a promotional initiative intended to raise awareness of the issue of bullying. This is the 14th year of the "Bullying Awareness Week" campaign, which encourages students to take action when they see bullying happen. The promotion involves the participation of actor from various Family Channel series, including Backstage, The Next Step and Degrassi: Next Class. It also includes a contest component by which these actors will visit the school of the winner for a special event. Consumers can enter the contest at <http://www.family.ca>. The actors will also appear in original short-form content developed in association with sponsor Telus. This content will take the form of videos on subjects such as online bullying, protecting your privacy online, identity theft, sexting and romantic relationships. Bullying awareness week will take place from Nov. 14 to 20 and will also include special programming addressing the issue.

"Raising awareness about bullying behaviour and creating content and resources that aid in bullying prevention has always been a top priority for Family Channel," said Joe Tedesco, senior vice-president and general manager at parent company DHX Television. "From working with our research partners, we know that bullying affects nearly everyone in some way or another and it's incredibly inspiring to see how important this issue remains with our Family Channel stars who are willing to open up and share their own personal stories with our audience and eager to participate in the campaign from year to year."

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