EXCERPT FROM FAST COMPANY ARTICLE ON THE CAMPAIGN (READ FULL ARTICLE):  
To young people in school right now, anti-bullying PSAs are as ubiquitous as “Just Say No” was to kids of the ’80s. But according to the Ad Council, studies show that meanness among teens is actually on the rise. Over two-thirds of teens say they have been bullied, but only 20% think they may have actually bullied someone. The lines between sarcasm, joking, and bullying have been blurred, normalizing unkind and hurtful behavior. So for its newest PSA campaign, just ahead of National Anti-Bullying Month in October, the organization decided to go beyond a bullying-is-bad message, and focus on the consequences of kindness. Read more…   This campaign featured in AdAge, Adweek, Campaign, The Drum etc….