Over the years, Cameron discovered that while his programs were quite effective at helping kids avoid bullying, it was misleading to refer to them as “bullying prevention programs”. He realised that while confidence, resilience, and strong social relating skills could reduce the likelihood of someone being bullied, and reduce the impacts of any bullying that occured, it didn’t really prevent bullying – it simply redirected the bullying behaviour elsewhere, towards kids with a little less resilience or social confidence. The expectation on kids to develop resilience, and to brush off bullying, and to “ignore them”, often the only advice teachers could give, also smelled strongly to Cameron of victim blaming. 

With the research of over fifty years showing no significant reduction in global bullying rates, and a pervasive question among experts about their capacity to make real change in this field, with many people believing bullying as a part of life that we can’t eradicate altogether, Cameron decided to take a stronger stand.