Students and staff at Drumheller's three main schools wore pink on Wednesday, February 28.
Pink Shirt Day was created to draw awareness to bullying and to provide moral support to the victims of bullies.
It's something that St. Anthony's Principal JoAnne Akerboom has been dealing with for years, but she's especially concerned about the increased prevalence of cyber bullying.
"I really encourage parents to find out more about that because a lot of us are not digital natives like our kids," she urged. "They know a lot more about what's happening in that sort of cyber world than we do."
Akerboom is actually doing a thesis on the growing problem of cyber bullying, particularly as it pertains to young people, and has sent out a questionnaire to St. Anthony's parents to find out what they know and don't know about the subject.
"When you're bullied there's that face to face component: there's a human interaction there and it happens and sometimes you can deal with it and it's done," she pointed out. "The problem with cyber bullying is it's never done and the person that is doing the bullying doesn't even see the impact that they're having, necessarily, on the victim."
"Unlike bullying that's face to face, a few people might see it (and) a few people might be involved; you can deal with it and hopefully move forward. With cyber bullying that's not necessarily the case," noted Akerboom. "It's out there and it's permanent; and that damage can be ongoing and can really be harmful."