Justin Bieber has issued a new public service announcement (PSA) in a bid to prevent bullying, insisting "there's nothing cool" about teasing helpless victims.
The Baby hitmaker has previously opened up about his experiences at the hand of bullies, telling U.S. host Ellen DeGeneres earlier this month (Nov10), "Everybody goes through bullying. Everybody has, even me. On my YouTube page there are so many haters."
Now Bieber has stepped up his campaign to help youngsters by recording a plea for the It Gets Better project, following a recent spate of suicides in America.
He says in the clip, "Hey guys, I'm Justin Bieber. I just wanted to say there's nothing cool about being a bully and if you're getting bullied make sure to tell someone and, you know, it gets better.
"And if you're a bystander make sure to step in and, you know, help out."