Chiswick Author Launches 'Cool to Be Kind' Campaign
Louise Burfitt-Dons's initiative coincides with Anti-Bullying Week 2025
Left: Louise Burfitt-Dons Picture:
Alistair Hilton
. Right: The campaign poster
November 4, 2025
A new campaign encouraging kindness as a tool to prevent bullying has been launched to coincide with Anti-Bullying Week 2025. The initiative, titled “Cool to Be Kind. Kindness Beats Bullying.”, is the latest in a long-running series by the national charity Act Against Bullying.
The charity was founded in 2000 by Chiswick-based writer Louise Burfitt-Dons, following her daughter’s experience of bullying at school. Louise began by writing monologues based on real accounts from children, many of whom described bullying that was subtle, group-driven, and difficult to report. At the time, the standard advice to “report it” often left children feeling more isolated.
Act Against Bullying became a registered charity in 2003 and joined the World Kindness Movement in 2007. Its “Cool to Be Kind” campaign has since become a central part of its outreach, promoting empathy and positive peer behaviour. In 2010, Louise also co-founded Kindness Day UK, which launched live on BBC Breakfast to mark World Kindness Day.
This year’s campaign continues to focus on the idea that small, everyday acts of kindness can help prevent bullying before it escalates. The charity is encouraging schools and communities to take part in the initiative during Anti-Bullying Week, which runs nationally each November.
More information about the campaign is available at actagainstbullying.org/anti-bullying-week-2025.
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