South Africa has a cyberbullying problem. One that it shares with many countries around the world.

Distinct from other forms of bullying, cyberbullying is an ongoing, intentional process of harming or embarrassing people using an online platform or platforms.

This is according to Rianette Leibowitz, founder of SafeTNet Cyber Safety. An organisation that focuses on cyber wellness and digital parenting.

Recently, Leibowitz teamed up with Cadbury South Africa to launch a WhatsApp chat platform for the sharing of information on cyberbullying and related topics. The platform forms part of Cadbury PS’ #SayItLikeYouMeanIt initiative and serves as a gateway for young people to find support and help with SafeTNet.

Hypertext had the chance to chat with Leibowitz about the platform and the cyberbullying landscape in South Africa.

A well-manicured mom with a lot of heart, Leibowitz says that she established SafeTNet in 2014 after she discovered the statistics of the many young people who take their own lives due to cyberbullying in the country.

“I’m a mom and I face the challenges that other parents go through. And my heart broke when I heard that young people felt so devastated, lonely, and rejected and took their own lives. It just shook me. It became my purpose. To make sure people know that there is hope and there is help,” she told us.

“Not only for cyberbullying but for all online and cybercrime issues.”

The partnership with Cadbury led to the creation of the platform. Leibowitz adds that it fits the Cadbury PS brand well.

“It was a wonderful opportunity to join forces and bring a solution to people who are struggling with cyberbullying and the fact that ‘your words matter’ is important to us. It’s a message that we want people to understand, whether physically spoken or online. And we know that Cadbury PS is all about words.”

Cyberbullying, depression and social media

The South African Depression and Anxiety Group (SADAG) says that 20 percent of all high school teenagers have attempted suicide. Worldwide, it is the fourth leading cause of death in older adolescents (15 to 19 years), according to the World Health Organisation (WHO).

A 2022 study from the University of Arkansas found significant links between social media use with depression, especially in younger people who use these platforms more often. A problem only exacerbated when bullying sours the mix.

“There’s increasing evidence that cyberbullying and social media can influence suicide-related behaviours,” Tamara Zanella, a counselling psychologist from Johannesburg, told Media24 in an interview.

“And it can be more complicated to deal with than in-person bullying.”

The problem comes when the bullying does not stop. Cyberbullies can follow their victims home, and continue harmful behaviours at all hours. Victims can feel like they have no hope, nowhere to turn to and no way out.

“One thing that happens when someone is being cyberbullied: it can often lead to isolation. This negative mental space can amplify cyberbullying and then of course the ripple and concerning effects after. So when someone is in isolation. I hope that they see the message,” Leibowitz says.

The message is that there is a helpline. One that she hopes victims will use to contact SafeTNet. “Because they may not have a support structure, or may not have someone they trust. We want to be there for them.”

WhatsApp was chosen for its user base and its multimedia

Leibowitz hopes the WhatsApp platform can be a place where victims can find hope and support, and a place where they can learn more about online safety and positive interactions on the internet.

We asked why WhatsApp was the chosen platform for SafeTNet’s support hotline and information sharing. She said that it was mainly because WhatsApp is used by most people in South Africa. It is familiar to many.

Added to this is WhatsApp’s vast multimedia functionality.

“It allows us to share videos, images, soundbites and downloadable information sheets. It’s a very user-friendly platform in that way. It’s something that has been tried and tested. So for us, it’s one way to support our communities.”

How to use the Cadbury PS cyberbullying chat platform

“When someone says that they are in a cyberbullying situation, the platform will then ask them a series of questions. Also, what their role is in the situation. Are you the bully, the victim or the bystander? And who is being bullied? Is it yourself? Is it your family?” she explains.

“It is important that we understand that there are three role players in any cyberbullying situation. The victim, the cyberbully themselves and then the bystanders. And we want each one of those to understand that they have a responsibility and that they have the power to change the situation.”

Sometimes young people can do silly things, Leibowitz says, which is why the platform provides questions for people who can confess to being bullies themselves.

“People can say ‘I was just joking’ or ‘I didn’t realise that this would have such a bad ripple effect’ and now they need help. Because they need to take responsibility for the consequences of the post that they shared or the video and we want them to also feel they can get help.”

The WhatsApp platform is simple to access and follow and directs users through a series of questions that can be answered by inputting numbers, similar to how one can buy airtime through a USSD process.

It was built by Cadbury with the team at SafeTNet, especially Leibowitz formulating the questions to be asked, as well as the relevant information that is shared.

“It is tough to cover all the cyberbullying areas. Since you have to take victims through a series of questions in the hope that they don’t drop off. Or feel like they are too cumbersome. But I need them to answer these questions so we can help them,” she says.

“We ask, which platform the bullying is happening on. What type of content was shared. Was it video, voice note, image, text, or everything? We do get people who say all of the above. We also ask, how are you feeling? What emotions are you experiencing? From a support point of view, it is important to deal with that as well.”

Some cases need hands-on help outside of WhatsApp

Users who come on the Cadbury PS hotline on WhatsApp seeking help from cyberbullying, SafeTNet received an email. The team will then evaluate each one. Some will get follow-up responses or more questions. For the more serious cases, Leibowitz will get personally involved.

She says that some cases will require the intervention of a psychologist, and others will need legal assistance. So far, over 300 people have been helped through the platform by SafeTNet this way.

“Over the years I have learned that it isn’t necessarily about the number of people we help. It’s that each person we help is one more person that won’t use the internet in a negative way. It takes just one of us to spark something. Take a hashtag moment and make it a hashtag movement,” she says.

Leibowitz says that Cadbury is keen to continue supporting the WhatsApp platform and that it isn’t just a “quick fix” from the brand, which is looking at the long-term. SafeTNet itself is also looking for growth and expanding its reach.

“As we engage with our community and we see what their needs are, and with each person we help through SafetyNet, we can gauge new opportunities and space for growth. When it comes to the internet and social media I truly believe in the positive impact it can make.”

The Cadbury PS cyberbullying chat platform can be reached by messaging 061 979 7217 on WhatsApp, or via SMS, which works just as well.

[Image – CC 0 RODNAE Productions on Pexels]