This comment from aTennessee article about bullying caught my eye (my emphasis) --
Battling bullies: "The Mediation Center has 48 Pitt County students in classes last year, Crandall said. From those sessions, she learned children often receive mixed messages from adults.
'One thing I noticed from working with students is that when they tell a teacher, teachers call it tattling,' she said. When adults give students the advice to tell, they have to listen.
'Administrators need to listen, students need to take proactive strategies and friends need to stick up for friends and stick with friends,' she said.
Bullying is unacceptable, Crandall said. 'When it's a constant problem something needs to be done.'"