Estonia began working with Free of Bullying in 2011 under the Estonian name Kiusamisest Vabaks. Kiusamisest Vabaks is run by The Estonian Union of Child Welfare who share their best best advice on how to implement Free of Bullying below.

Q: How to involve and retain relevant stakeholders in the start-up process?
Maintain a personal and frequent contact with all stakeholders (teachers, local contact persons etc.). We systematically visited all the preschools that were working with Free of Bullying during the start-up process. We offered them support and recognition so they knew that they were on the right track. This was encouraging and a major aspect in keeping key persons involved.

Q: What is your best advice regarding funding?
The year-to-year project-based funding has demonstrated that we need to look for alternative sources and have back-up plans in order to ensure the necessary funds for the project. It is also important to plan income and outgoings so the basic needs for running the project (e.g. trainings) are covered. 

Q: Have you experienced any positive consequences in your organisation/country after the introduction of Free of Bullying?
Bullying was actually on the agenda in Estonia when we started implementing Free of Bullying in 2010. Everybody knew that we had problems with bullying, but still there was no specific and systematic methodology in place to prevent bullying, especially in preschools. People were asking us if “bullying really was a problem in preschools?”. So we had a lot of educating to do - that bullying is based on values and begins already in early childhood. This way of thinking was refreshing to our society and that is why teachers and Estonian media were widely interested in Free of Bullying. In that way, one could say that Free of Bullying has had an influence on the value-based way of thinking in Estonia.

Q: How to get the teachers motivated?
When an article about Free of Bullying was published in a local newspaper at the initiative of a school, we immediately contacted the school and thanked them for the good work. It was clear that our call made them happy and positively surprised: “No one has ever thanked us for such a little thing,” they said. It shows that it is the little things that matter and inspire teachers and social pedagogues the most. It is also important that teachers realise that they need Free of Bullying in their everyday work. Some teachers may think it is extra work. But if they understand that they are actually doing this work anyway, it is easier to motivate them.

Q: How to inform the teachers about the new perspective on bullying?
If the new perspective on bullying is presented everywhere from teacher education to the actual work environment, the perspective will be adopted. It is about working systematically.

Q: How to communicate about Free of Bullying?
In our experience, communication about Free of Bullying must be based on general messages. In every Facebook post, web article, press release etc. we try to include these messages. E.g. when we are communicating to teachers, we always include the message that Free of Bullying doesn’t demand extra work. Also, it is better when we are able to relate our communication to people’s everyday life. It doesn’t matter if it is a parent, teacher or someone who doesn’t know what Free of Bullying is - when our communication is based on values or something we all can relate to, the messages are more acceptable. 

Q: Do you have any advice to new countries considering Free of Bullying?
They have to analyse if Free of Bullying fits in with the local educational system and current values in society.

Free of Bullying was introduced in Iceland in 2013 by Save the Children Iceland. Here they share their experience on how to implement Free of Bullying.

Q: How to involve and retain relevant stakeholders in the start-up process?
During the pilot period we met once a month with each preschool coordinator. We also used a closed Facebook group to share information, sent out newsletters and communicated through articles in newspapers. 

Q: What is your best advice regarding funding?
For us it has been to apply for government grants. In a budget of approx. 13 million ISK, we received five million ISK from The Fund for Developing New Teaching Material, The Ministry of Education and the Ministry of Welfare. 

Q: Have you experienced any positive consequences in your organisation/country after the introduction of Free of Bullying?
Everyone who has gotten to know the programme has expressed a lot of interest. Including – and this was unexpected – the academic society. 

Q: How to communicate about Free of Bullying?
During the pilot period it is best to have physical meetings. We also sent out e-mails and used Facebook, but we didn’t always receive feedback that way. Also, we asked the preschools to submit reports on the implementation and Free of Bullying work. 

Q: Do you have any advice to new countries considering Free of Bullying?
It is important to introduce the project to all stakeholders including to the municipalities, the relevant ministries and to researchers. Before the pilot project, it’s also a good idea to introduce the Danish suitcase to the stakeholders.

Q: Any other thoughts on your Free of Bullying work that you would like to share with other countries?
Just begin and everybody will love it. Free of Bullying doesn't need a lot of PR. The project is so good that the words spread on their own.

Free of Bullying was launched in Denmark in 2007 on the initiative of Her Royal Highness the Crown Princess of Denmark and is run by The Mary Foundation and Save the Children Denmark. Read more about the background.

Q: How to involve and retain relevant stakeholders in the start-up process?

Make sure to recognise all stakeholders for the work they do, keep them updated on new knowledge and research on bullying, the programme etc. and make sure they have opportunities for development. This can e.g. be done by having regular meetings and by encouraging stakeholders to participate in conferences, nationally as well as internationally.

Q: What is your best advice regarding funding?

Communicate the positive results and effects of the programme. It is important with lots of visibility. When a certain level of awareness of the positive effects of the programme has been created, potential financial partners will most likely be interested. The same goes for the users of the programme - preschools, schools and parents all have a great interest in the well-being of their children.

Q: Have you experienced any positive consequences in your organisation/country after the introduction of Free of Bullying?

Yes, indeed! We have experienced a lot of interest in early prevention of bullying. Materials and tools on how to work with relations among preschool children were lacking before we introduced Free of Bullying. This way, we have contributed to putting bullying – and especially prevention of bullying on the agenda in Denmark, and our organisations (The Mary Foundation and Save the Children Denmark) have to a certain extent been branded through the Free of Bullying project.

Q: How to get the teachers motivated?

Keep the teachers updated on new knowledge and research on bullying as well as on the programme. Also, keep developing new materials to maintain the interest. It’s also important that teachers are able to exchange experiences and to find inspiration in each other’s work. Some useful tools to increase motivation and commitment are newsletters, Facebook posts, but especially by participating in follow-up courses.

Q: How to inform the teachers about the new perspective on bullying?

It’s important to keep the professionals updated on the latest knowledge and research – e.g. new books and reports – and also involved in the Free of Bullying programme through newsletters, Facebook, follow-up courses etc.

Q: How to communicate about Free of Bullying?

We have successfully used newsletters (6-10 per year) and social media. Our Facebook page has almost turned into a community for professionals with more than 10.000 followers. We use it as a ‘news channel’ posting updates, reminders, photos and competitions to keep people engaged – and teachers, schools etc. are on the other hand sharing stories  from their work with Free of Bullying. We also have an Instagram account.

Furthermore, we organise two large, annual relays for children and other events to attract more attention to the cause and to Free of Bullying.

Q: Do you have any advice to new countries considering Free of Bullying?

It requires a lot of time to start up Free of Bullying from scratch. Make sure the project coordinator has enough time allocated – there are many tasks, especially in the pilot phase where the materials need to be adjusted. Also, choose dedicated professionals in the preschools who will be able to work with Free of Bullying during the pilot phase. A dedicated professional will facilitate a successful project implementation in several ways. The enthusiasm and dedication will most likely motivate and influence other stakeholders and, at the same time, convince potential sceptics.

A close collaboration with the relevant ministry in the country, universities and municipalities is also useful. These partners are responsible for the well-being of children, and they can provide the framework, time and financial resources for the project. The universities can assist with research and data collection and thereby secure knowledge, insight, competences and professionalism for all stakeholders in the project.