"It is often stupid and cruel and can take any form," he says in the new PSA for Stand Up to Bullying Day

By Simon Perry
Updated July 04, 2016 07:00 PM
Courtesy Stand Up to Bullying

Prince William lays down a challenge to put an end to bullying in a new video.

In the clip, released for Stand Up to Bullying Day on Tuesday and spearheaded by the Diana Award charity, the prince says bullying “is often stupid and cruel and can take any form. And the reach of technology means it can feel unrelenting leaving the victim feeling attacked, powerless and isolated.”

William, who has established a cyberbullying task force, has been at the forefront of the ‘s anti-bullying campaign, taking part in workshops around the country as kids are taught how to help out at their schools.

“It is our collective responsibility to be alert, and to be ready to challenge the behavior we see around us,” William says in the video. “We all have a role to play to ensure that we do not standby, but instead stand up, and put a stop to bullying. ”

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Stand Up To Bullying Day comes as the charity’s poll of more than 2,000 adults found that 81 percent report bullying is commonplace in school; 64 percent believe it is widespread throughout society and 56 percent report bullying is commonplace at work. Two thirds of adults know someone else who has been bullied.

Tessy Ojo, chief executive of the charity, says in a statement, “This campaign goes beyond the 1 in 2 people affected by bullying; it is about everyone, every single one of us taking the collective responsibility to tackle bullying. It is also about changing the perceived view that bullying is a rite of passage. We know the devastating effect bullying has on people, which reaches way beyond the school gates.

“Make a pledge to do something different, to act differently and to offer kindness, whenever and wherever possible, because being a bystander, simply makes us a part of the problem.”