BELTON, Mo. — Safe Fleet has relaunched its anti-bullying program as United to End Bullying (UEB).

The company's rebranded social campaign highlights the company's commitment to end bullying and keep children safe. The program partners with schools and organizations working with students to offer assistance and tools to help them empower youth.

“The new name and identity reflect our core mission as a fleet safety company to keep people safe, and focuses on the desired outcome, to end bullying,” said Bob Parks, vice president of human resources for Safe Fleet. “The most successful programs to counter bullying encourage wanted behaviors and kindness, resulting in resilient and successful students.”

Safe Fleet will celebrate the program's relaunch with the theme “BE KiND” for the company's fifth annual UEB Coloring and Poster Contest. The intention of the contest is to start more conversations about kindness and bullying, and to give students a chance to be heard. Additionally, prizes will be awarded to contest winners and their schools.

“With heightened violence in schools, it is even more important to have conversations on bullying prevention,” said John R. Knox, chairman, president, and CEO of Safe Fleet. “Our contests and name change encourage wanted behaviors, and help teach students that kindness is a powerful tool in the face of adversity.”