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

Joanna Schroeder is a feminist writer and editor with a special focus in issues facing raising boys and gender in the media. Her work has appeared on Redbook, Yahoo!, xoJane,,, and more. She and her husband are outdoor sports enthusiasts raising very active sons. She is currently co-editing a book of essays for boys and young men with author and advocate Jeff Perera. Follow her shenanigans on Twitter.


  1. 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 !

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

  3. 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.

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