Britain's Prince William has called for an end to bullying in a new campaign video.
The clip was released in support of Stand Up to Bullying Day in Britain on Tuesday (05Jul16), which is spearheaded by the Diana Award charity.
The British royal has established a cyberbullying task force and has been the public face of the Diana Award's anti-bullying campaign, taking part in workshops around the country to raise awareness with children who are given tips on how to help stamp it out at their schools.
In the video William, wearing a simple white shirt, describes bullying as "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."
He added that it wasn't just confined to schools. A poll of more than 2,000 adults by the Diana Award revealed that while 81 per cent think bullying is commonplace in school, 56 per cent also claim it is commonplace at work.
William urged the public to "stand up to bullies", and says, "It is our collective responsibility to be alert, and to be ready to challenge the behavior we see around us. We all have a role to play to ensure that we do not standby, but instead stand up, and put a stop to bullying."