"Celebrities Read Mean Tweets" is one of Jimmy Kimmel's most popular segments. It's been spoofed here and there—even by ad agencies. But now, Canadian agency John St. takes the theme in a bit of a different direction with "Kids Read Mean Tweets."

Check it out here:

"It's easy to laugh at rich celebrities reading some of the terrible things people have said about them online. We condone it. We even revel in it," the advertiser, Canadian Safe School Network, said in a statement. "But this same behavior is turning almost 40 percent of Canadian kids into victims of cyberbullying. It's a growing epidemic that invades their lives and leaves many feeling like there's no way out."

The client has even started an Indiegogo campaign to raise money, all of which will go into buying online video so the spot can be seen by more people.

CREDITS

Client: Canadian Safe School Network

Agency: John St, Canada

Executive Creative Directors: Stephen Jurisic, Angus Tucker

Creative Director: Niall Kelly

Copywriters: Kohl Forsberg, Jacob Greer

Art Directors: Jenny Luong, Denver Eastman

Agency Producers: Madison Papple, Cas Binnington

Account Supervisor: Matty Bendavid

Digital Strategy: Adam Ferraro, Michael Nurse

Community Manager: Jacqueline Parker

Production Company: OPC

Director: Chris Woods

Director of Photography: James Gardner

Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault

Line Producer: Dwight Phipps

Editing: Saints Editorial

Editor: Mark Paiva

Editorial Executive Producer: Stephanie Hickman

Editorial Producer: Ardith Birchall

Visual Effects, Online, Finishing: The Vanity

Colorist: Andrew Exworth

Flame Artist: Naveen Srivastava

Visual Effects Executive Producer: Stephanie Pennington

Audio Post Facility: Eggplant Collective

Audio Director, Composer: Adam Damelin

Audio Head of Production: Nicola Treadgold