Burger King against bullying campaign highlights National Bullying Prevention Month

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Bullying affects far more children than most of us are willing to recognize.

A national fast food chain has taken a dramatic step to highlight National Bullying Prevention Month.

Burger King's ad about bullying has a lot of people talking. It touches people who have been bullied or have witnessed bullying, and most likely said nothing.

Mandan Middle School students shared their thoughts on the video.

Scrawny. Chubby. Short.

These words begin an eye-opening ad campaign for Burger King.

Child actors portray junior high students bullying one another inside a Burger King. Patrons enjoying their meals do nothing about it.

“It just showed that people sometimes don't really care about stuff that isn't directly happening to them. They only care about stuff that is happening to them,” said eighth-grader Olivia Johnston.

“I thought it was great that a fast food company would do something like that to show people what happens to other people,” said eighth-grader Bridger Ell.

Next a Whopper Junior is bullied - getting punched and then served to customers. 95 percent of customers complained about this while only 12 percent of people said anything about the child being bullied.

“I thought people would be able to see that okay this kid is being bullied we need to stop this but the burger is more important to them I guess,” said Ell.

The commercial displays mostly physical abuse, but Mandan Middle School students feel that other types of bullying are equally hurtful.

“In physical, it hurts. But words can also stick with you for a long time too,” said sixth grader Andi Nelson.

“I could tell that people treated me differently just because I was new, and they would say stuff bad about me in front of me,” said Johnston.

“I've been bullied before but not as bad as some people can be bullied,” said Nelson.

Thirty percent of school kids worldwide are bullied each year, according to no bully dot org. Burger King hopes that putting a spot light on the issue will help put an end to the abuse.

The ad has gained nearly 3.5 million views and that number continues to rise.