This New Ad Council PSA Illustrates the Enduring Power of Kindness

Kids exposed to bullying share a message from the future

a teenager speaking at the front of a classroom
A student thanks those who helped her, showing their lasting impact on her 10 years later. Ad Council

The thing about childhood trauma is it has a way of latching onto every single one of the senses for years to come. Decades later, a person who was bullied might be able to recall the names they were called during P.E. or the sweater they wore while they were teased in the lunchroom. The smell of a swimming pool, a certain lunch or even a sudden brush of someone’s hand can trigger memories of moments that are especially painful and can harbor lasting, life-shaping effects.

Shannon Miller is a writer, podcast creator and contributor to Adweek.