Recently Burger King ran an ad about bullying:

I think this is an excellent ad.  It speaks to a problem that we face in bullying.  But it speaks to some other issues too – that unless something affects use directly, most people are unlikely to do anything or step in when they experience something “bad” going on.

We know something isn’t right, but do we step in?  Or do we reason ourselves out of it?  It’s safer to just sit by and watch.  It’s safer to not get involved.  It’s safer because we just don’t know what is going on.  Or worse, we don’t know what to do.  We just aren’t sure if we are going to do the right thing.  And so many people sit.

Until it affects them directly.  Then they act.

This is a powerful ad.  It would be more powerful if people would act when they experience and see bullying of others.