Kindness Takes the Crown

In 2017 we created the Bullying Junior campaign, a hidden camera social awareness experiment that made over 4 billion social media impressions worldwide, which revealed some uncomfortable truths about bullying. The PSA also taught us how quickly bullying stops when someone does stand up and intervene.

This year, No Bully and BURGER KING® proudly present Kindness Takes the Crown, our newest anti-bullying campaign to promote KINDNESS worldwide.

BURGER KING® is introducing 30 different plush emoji™ toys with their King Jr. Meals, including our very own No Bully emoji! Can you tell which one it is?

There’s more! To help you spread kindness to your loved ones, one day during the campaign BURGER KING® will provide two emoji toys in every King Jr. Meal: one for you and one to share with a friend!  Follow No Bully on social media to tell us how Kindness Takes the Crown YOUR WAY and get the latest updates on this global initiative.

Read the international press release here!

BURGER KING® takes a stand against bullying

We are deeply honored to have been invited to Festival El Chupete 2019 as both a nominee and the winner of the Grand Digital Prize and Best Video Prize! We hope to continue to drive change and social awareness around digital literacy, bullying and cyberbullying with our future projects! See our award winning campaign below…

30% of school kids worldwide are bullied each year.

Scrawny. Short. Ugly. Fat. Weird. 30% of school kids worldwide are bullied each year and bullying is the #1 act of violence against young people in America today. The BURGER KING® brand is known for putting the crown on everyone’s head and allowing people to have it their way. Bullying is the exact opposite of that. So the BURGER KING® brand is speaking up against bullying during National Bullying Prevention Month 2017.

To help spread awareness, we created an eye-opening campaign, called “Bullying Junior” that brings the issue even closer to home with an experiment that took place in a BURGER KING® restaurant. First, a high school junior was bullied by friends (all actors); and then a WHOPPER JR.® sandwich was bullied – punched, smashed, destroyed, and then served by a staffer (also an actor). 95% of the real-life customers reported their bullied WHOPPER JR.®, which was noticeably roughed-up badly upon unwrapping. But, only 12% reported the high school junior who was being noticeably bullied right in front of customers’ faces. While he was helplessly harassed by his “friends” both emotionally and physically, not many people were willing to take a stand. The outcome was shocking, and unfortunately, not so shocking at the same time.


BURGER KING® brand, founded in 1954, is the second largest fast food hamburger chain in the world. The original Home of The Whopper®, the Burger King system operates more than 17,700 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the Burger King brand, please visit the Burger King brand website at or follow us on Facebook, Twitter and Instagram.