I think it's become raised in the public consciousness for a number of reasons. Number one, obviously, there are kids who are losing their life and taking their own life and we cannot just sit back and not respond to that. I don't know of any stronger call to action than a 13-year-old boy taking his own life in California. It's not possible to be a decent, caring human being and not be moved by what's happening.
Secondly, what I think a lot of people don't realize is that the methodology of bullying has changed because of technology. When I was a kid and I was bullied in school or friends were bullied in school, it happened on the playground, at the bus stop -- it was an isolated incident between you, the bully and wh*ever bore witness to it.
Now, it's being posted on the Internet, it's going viral, it's on YouTube, it's on Facebook, it's in all the social media and ... I don't know that there's anything worse. There's a lot of shame associated with being bullied and the goal is to end the bullying and contain it and when it can't be contained, that's when I think it becomes overwhelming for these children.
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