White Ribbon says it aims to spark a conversation about "the importance of healthy self-esteem, compassion, and emotional intelligence in boys." The video includes a call to action to visit www.boysdontcry.ca to learn more about how to promote healthy masculinity, prevent bullying and contribute to a future without gender-based violence.

The three-minute film, which debuted on Anti-Bullying Day in Canada (Feb 27), follows the boy's life as he experiences bullying, witnesses domestic violence and is told by his parents that "boys don't cry."