This month is National Bullying Prevention Month and Burger King has a new campaign dedicated to bringing awareness to and eradicating bullying once and for all.

They have released a PSA titled “Bullying Jr.”  in which they conduct an experiment. The goal was to see how many customers would report bullying when they saw it compared to how many would complain if their hamburger was smashed.

In the beginning of the video, children describe the types of words they hear in bullying situations. Words like, scrawny, chubby, short, queer. Next, it shows a kid being bullied right in the restaurant in front of other customers.

Then a staff member served smashed burgers to customers and the results of the experiment were eye-opening and upsetting. The percentage of customers reporting their burger was high and those reporting bullying? There were far fewer of them.

Near the end of the video, the children talk about how hurtful bullying can be. This is a message that we must keep in the forefront of our minds at all times.

— LHHH’s Misster Ray speaks out on being ‘taunted’ and physically assaulted —