Prince William wants bullying to end once and for all. The Duke of Cambridge is featured in a new campaign for the U.K.’s National Stand Up to Bullying Day.

“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. It is often stupid and cruel and can take many forms,” the royal, 34, says in the video, which was released on Monday, July 4.

“The reach of technology means it can feel unrelenting, leaving the victim feeling attacked, powerless and isolated,” he adds. “For young people in particular, bullying can have a profoundly damaging and long-lasting affect.”

Prince William — dad to Prince George, 2, and Princess Charlotte, 14 months, with Duchess Kate — explained that more than 16,000 U.K. students stay home from school each year to avoid bullying. Additionally, getting picked on can cause those who are bullied to have suicidal thoughts and a difficult time maintaining positive relationships.

“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,” he continues in the clip. “It exists all around us, in peoples’ homes, in the workplace and in their wider communities.”

Prince William’s powerful campaign is in honor of the Diana Award, which is named after his late mother, Princess Diana. The organization was created in 1984 to empower and encourage social action in young people.

Prince William is going to great lengths to make his voice heard. As previously reported, he became the first-ever British royal to pose for the cover of Attitude magazine. In the July 2016 issue, he spoke about LGBT bullying and the mental health consequences that can come from it.

Watch his antibullying PSA in the video above.

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