Some may find it hard to believe that something as seemingly innocuous as a photo on a cellphone, a tweet, or a comment on Facebook can amount to much of anything.
For those of us who have been on the planet for more than a few decades, those activities may represent a chance for your friends to see what you ate for dinner or a quick snap of your pet's latest antics.
But used maliciously, those methods of communication can erode a young person's confidence and self-esteem to the point of complete despair.
It wasn't that long ago when we thought of bullying as name-calling or a physical altercation. Those activities weren't OK then, and they're still not now.
But the definition and scope of bullying has changed just as quickly as technology has allowed it to. And worse yet, when something goes online there's a very real chance it will stay there - perhaps not forever, but long enough for real damage to be done.
We can't rely on any one group to fix the issue. It's going to take a collective effort from parents, community leaders, school staff, coaches, peer supports and everyone in between.
Parents need to remain vigilant and curious - maintaining frequent dialogue and noticing any odd behaviours with their kids.
Wearing pink shirts once a year is commendable, and the action started by a young man several years ago has led to an amazing movement. Some schools have even started extending the day to once a month or even once a week to keep the anti-bullying message top of mind.
We are absolutely sure that more people are aware that bullying is unacceptable today than a decade ago. However, we live in a society that still says "Nice people finish last," and we still hear parents in hockey rinks screaming for their kids to wallop the other players.
We live in a world that resonates with mixed messages. Let's hope the anti-bullying message can be heard above all of the other messages.
