This anti-bullying ad from France seems to be asking one simple question:

If we don’t expect adults to torture and torment one another in the workplace, why do we allow kids to do it at school?

This ad takes us out of the settings we’re used to seeing bullying happen: In schools, and amongst children.

Removing us from that, we can no longer excuse the behavior as normal. We’d never tolerate this behavior among our employees, so why do so many adults (parents and teachers, even) think bullying is a rite of passage?

It’s not.

Bullying is cruelty. It is torture—emotionally and often physically as well.

Bystanders can change the world. Let this ad sink in, and then do something to change the culture that calls bullying “normal”.

Let’s get this ad on every major network here in the USA and see if we can help make a change and some save kids from the torment we see every day in most schools.

This ad is aimed at grown-ups for a reason—we’re the ones who can protect these kids.