You only need to look at his tortured face to know that Justin Bieber knows a lot about bullying.
After all, you don't get to be one of the biggest pop sensations on the planet without attracting your fair share of criticism from jealous wannabes.
Every day the Canadian teen idol is subjected to a torrent of abuse across Twitter and Facebook, which is only going to get more intense over the next few days if videos and pictures taken from his stolen computer ever see the light of day.
So, who better than the Bieber to be the figurehead of a new PSA aimed at stopping cyber-bullying?
Admittedly, it is slightly ironic that he was forced to do it as part of a plea deal to bail his manager and label executive out of reckless endangerment charges.
But that should not undermine the positive message the ad, posted to stopbullyingli.org, is trying to get across, even if it is over 11 minutes long.
The ad has, so far, only been seen just over 33,000 times. But we think that will all change once Bieber's army of die-hard fans get their hands on it.