Zig was moved by the story of a boy named Hamed Nastoh of Vancouver. In trying to escape the severe verbal bullying he had sustained at school, he sought the only way out that could provide a permanent solution. He killed himself.
The agency felt this true story was the most powerful way to share an important lesson - "words can kill" - with parents who felt that verbal bullying was somehow less important than physical bullying.
Zig worked with two organizations to tell this story: Bullystoppers.org out of New Jersey, and the Safe Schools Network in Canada. The resulting TV and cinema PSA garnered so much support within those organizations, it has re-energized its members around the cause to make sure every parent, teacher and principal is committed to stopping bullying in schools.
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