Initially released for a limited audience on March 30, 2012 the documentary, Bully, was slapped with an R-rating for strong language by the Motion Picture Association of America (MPAA). According to a Mashable article, the appeal was denied, effectively blocking the film’s opportunity to reach its true audience of middle and high schoolers. Filmmaker Lee Hirsch says he was devastated at the possibility that his film couldn’t have the impact he hoped it would. Hirsh felt it was a lost cause. It was, at least, until a massive multi-platform campaign to bring awareness to the movie was launched by myriad sources, with Twitter entering as a main theater of activity.