With the rise of mobiles and the internet, bullying has increased. With bullies now able to ‘follow’ their victims into their own homes, there is no escape for victims. Tackling this was our task. Consumer research shows that targeting the bully’s ‘accomplices’, was the most effective plan. We aimed to raise their awareness, letting them know they are a large part of the problem just by laughing along. We developed online concepts, illustrating how inescapable bullying now is, how forwarding or encouraging bullying material makes it much worse, and how every bully needs a ‘silent army’ to support them.