This Anti-Bullying Ad Aimed at Grown-Ups Could Change the World

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.


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About Joanna Schroeder

After years as Executive Editor, Joanna Schroeder now serves as Director of Media Relations for The Good Men Project while she focuses on her own writing. Her work has appeared on Redbook, Yahoo!, xoJane,,, and more. She and her husband are outdoor sports enthusiasts raising very active sons. She just finished her first novel. Follow her shenanigans on Twitter.


  1. A good start. It should be noted, however, that by depicting the ridiculousness of adults engaging in bullying, the PSA misses the kinds of bullying that happens in workplaces: sexism, homonegativity, transphobia, ageism, etc.

    It didn’t escape me that the on,y people who appeared in the PSA were white men.

    • Joanna Schroeder says:

      This ad is very specific to one thing, and it is French, not American. Not surprising that it’s not as diverse as we’d like in the US.

      I dont think an ad that’s supposed to depict childhood-style bully can or even should talk about workplace bullying. That’s not what it’s about, despite the fact that it takes place in a workplace. That would cloud the issue.

  2. Saw this one a week or so ago – VERY effective.

  3. Ann Sevaaetasi says:

    Luke , if you are from Australia how can there be African Americans there ? Would they not be African Australians ? This is not about race, but about how this would and could happen in an adult environment. No child or adult should ever be subjected to bullying. Ever !

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