39% of children aged 8 - 17 have experienced bullying. Of those, 84% said the experiences happened online via a device. Parents are rarely aware anything is wrong, because kids don't want to speak up for fear of retribution or embarrassment. These four animated direct response films helped raise awareness of the issues kids face. We targeted parents on social media during the Back to School period, encouraging them to visit internetmatters.org to prepare themselves for the school year ahead.