Part of the reason bullying is so pervasive is inaction and silence on the part of those who witness the abuse. To encourage others to speak up, we created Silence Is a Bully’s Best Friend, a visually arresting PSA that highlights actions bystanders can take when they see bullying occur. With the video serving as the foundation of a campaign partnership with Mental Health America of Northeast Florida, we created a microsite and spread the anti-bullying message with out-of-home, print, and social media materials.