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Over the last several months, Prince William has made it known how he feels about bullying. But he REALLY  let us know in his latest video promoting National Stand Up to Bullying Day in the U.K.. The Duke of Cambridge, who welcomed supporters to Kensington Palace for a round-table discussion prior to filming the video, is taking a stand against bullying, not only in the U.K. but all over the world, in a campaign in honour of The Diana Award. And anyone who has ever been bullied or is a reformed bully can relate to his words.

“Bullying is an issue which can affect any one of us, regardless of age, background, gender, sexuality, race, disability or religion. It can happen for many reasons and is often stupid and cruel and can take many forms,” he explains. “And the reach of technology means it can feel unrelenting, leaving the victim feeling attacked, powerless and isolated. For young people in particular, bullying can have a profoundly damaging and long-lasting effect.”

The royal goes on to explain that over 16,000 young people in the U.K. skip school due to bullying, “harming their education and their long-term prospects. To shatter their trust and relationships and faith in the world around them at such a young age can have a lasting impact on their mental health and state of mind.”

Aw, Wills. We love how he brings it back around to Kate’s cause, mental health issues. And we love how the campaign is for the Diana Award, which is a member of The Royal Foundation’s Cyber Bullying Taskforce, a charity that was put together by the prince.

Everything William says is bang on, sadly. Bullying can happen anywhere and to anyone, be it a child in school, a co-worker and a boss, even parents and kids. Depending on how you’re equipped to handle it, if you’re beaten down enough times, it can either break you or make you stronger. Will’s goal? To make you stronger.

As he says in the video, “it is our collective responsibility” and “we all have a role to play to ensure that we do not stand by but instead stand up and put an end to bullying.” While we’re not sure there can ever be an end to it (unfortunately, bullies exist everywhere), standing up to them is a start. And William raising awareness of this anti-bullying campaign, that he is clearly so passionate about, only helps that much more. Bravo, Will.