ITV’s This Morning have tackled a number of issues on their show and now they are taking on one of their biggest challenges yet. This Morning have launched a new campaign that aims to deal with the issue of bullying through the use of a hard hitting and emotional true story video.

Presenters Philip Schofield and Holly Willoughby were left speechless after interviewing Lucy Alexander, a mother from Worcester, who’s son Felix stepped in front of a train last year after years of relentless bullying.

Take the pledge to ‘be kind’

Philip and Holly are encouraging children and adults to be kind to others

Lucy Alexander penned an open letter to the public detailing her son’s bright and caring nature and his struggle dealing with bullies who named him ‘the most hated boy in school’. After their interview with the grieving mother, the shows presenters and bosses decided that they needed to do something to join the fight against bullies.

“It began with unkindness and social isolation and over the years, with the advent of social media, it became cruel and overwhelming. People who had never even met Felix were abusing him over social media and he found that he was unable to make and keep friends as it was difficult to befriend the most ‘hated’ boy in the school.”

The ‘Be Kind’ campaign is a video that is aimed at parents, carers and teachers, who can make a pledge that after watching the video, they will show it to the young people in their care.

During the interview, two mothers tell their own unthinkable stories of how they found out that their children had committed suicide as a result of depressive feelings caused by bullying.

The video is extremely honest and may be difficult to watch for some people, but it is hoped that by hearing the tragic and unfortunately fatal outcomes for these families, young people watching the video may think twice before targeting their peers.

You can watch the video and make your pledge here.


The aim of the video is to educate young people to the potential consequences caused by harmful words and actions. So far the video has received an amazing 217,717 pledges and the views are constantly increasing.

In the video, the two mothers plea for everyone to just ‘be kind’ and stick up for someone if they know that they’re being targeted.

Across the country many children are experiencing the fear and anguish of being bullied every day, too afraid to speak out or ask for help. Campaigns such as this one are trying to raise awareness of the harmful effects of bullying, in the hopes that children and adults alike can be spared this fear and go on to live happy and healthy lives.


There are many charities and helplines available in the UK whose sole aims are to offer support and help for people and their families who are experiencing bullying or abuse.


Bullying UK (family lives)

The Family Lives charity aims to support families with anything that is going on with their ‘family life’. Bullying UK is a part of family lives that offers advice and support for young people, parents and their schools and also advice on bullying in the work place. They offer advice for people of all ages who are struggling with bullying as a result of a host of issues for example homophobic bullying, cyber bullying and sexual bullying.

Bullying UK value themselves on being:

  • Confidential
  • Accessible
  • Professional
  • Independent and trustworthy
  • Empathetic and non-judgemental


For more information and advice visit their website at www.bullying, or for more immediate help and support you can speak to one of their Family Support Workers by calling the confidential helpline on 0808 800 2222.


National Bullying Helpline

The National Bullying Helpline are the UK’s leading anti-bullying organisation, they are a voluntary run helpline and help both children and adults. If you are struggling with bullying or know someone who is you can ring the helpline on 0845 22 55787 or 07734 701221.



Kidscape help young people, parents and professionals to gain the skills to tackle bullying. They offer advice and training and also free workshops for children and young people aged 9-16 who have experienced bullying. The workshops run fortnightly in London, Birmingham, Leicester, Newcastle upon Tyne and Sunderland. The workshops are “a fun, interactive day that encourages the development of assertiveness skills and raises young people’s confidence so that they are able to deal with bullying situations effectively.”

For more information you can visit their website



Bullybusters operate a full anti bullying initiative; they provide training and awareness sessions for children, young people, parents and carers, professionals and Governors. On their website you can find information and advice on bullying. You can get in touch with them via their confidential telephone helpline (0800 169 6928) or send them a confidential email through their website. The telephone helpline is operated by a team of specially trained staff who will listen to what you say, offer advice and can also act as a mediator between the organisation where the bullying is happening and the parent or carer of the child.


Ditch the label

Ditch the label are one of the biggest pro-equality and anti-bullying charities in the world who aim to empower people aged 12-25 to over come bullying and promote equality. Their support is provided predominantly online and each month thousands of people benefit from their digital support programmes.

It is estimated that every 3 minutes somebody will benefit from our support”

Ditch the label’s 4 objectives are to:

  1. Provide innovative support
  2. Produce world class, pioneering research
  3. Collaborate
  4. Change the world

They have a number of campaigns and featured videos that tackle all kinds of equality issues including: social media vs. reality, equal love, body confidence, bullying, masculinity and more. Ditch the label also run a blog that tackles a number of issues and frequently asked questions.

In addition to all of this, Ditch the label pride themselves on their pioneering research into people’s attitudes and use this research to come up with new ways of dealing with equality and bullying issues. You can view their findings and statistics also on their website.


The Cybersmile foundation

Cybersmile Foundation is an award winning anti cyber bullying organisation. They tackle a range of online issues such as, digital abuse and online bullying. Their work aims to promote diversity and inclusion by creating a safer digital community. They offer professional help and support services and believe that everyone has the right to enjoy the online world. Cybersmile offer an online education programme, a global support service, conduct cyber bullying research and many other things.

Melissa from Nottingham said “their support and positivity have made me realise that there is more to life than feeling low and lonely so thank you!”

You can visit the Cybersmile foundation online at


For more information on charities and helplines that can offer help and information on bullying issues, click here.  

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