HRH William, Duke of Cambridge has launched Britain’s first “Stand Up to Bullying Day” in partnership with his late mother’s Diana Award Charity, to draw attention to a problem that he says has become “unrelenting” because of social media, and warning of its “profoundly damaging and long-lasting effect.”

“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,” the father-of-two began the video message for the UK’s National Stand Up to Bullying Day.

“It is important that we recognize that bullying is not just confined to the playground or classroom and it does not only affect children and young people. It exists all around us, in peoples’ homes, in the workplace and in their wider communities,” William continued. “It is our collective responsibility to be alert and to be ready to challenge the behavior we see around us… and put a stop to bullying.”

Watch his inspiring message below.