"Strength for the New Generation" is a new campaign against bullying and violence in schools that will tackle aggression through the power of positive messages. The campaign targets not only students but also parents, teachers, institutions and the media, encouraging them to help spread good messages. Kindness, understanding, friendship, positive relationships and sharing are at the heart of overcoming aggression, say the campaign's initiators.

The initiative is focused on children in grades 4 to 8, when violence tends to be most pronounced. At this age, children are already forming groups, segregating themselves and feel the need to assert dominance either verbally or physically. This is why it's necessary to create strategies for communication, building friendships and accepting others. The purpose of the campaign is to build respect, tolerance and new friendship strategies among children.