Well, on a technicality, it started a little before that, with that attractive girl that killed herself. Of course, she was the bully where she came from, and this all started because of "Mean Girls" type behavior, when some catty girl lost her boyfriend or something to her... I still think all girls need to watch Mean Girls to get an unflattering mirror of what that sort of bullying entails. What bugs me is that it was the media being the media again, only caring when an attractive person gets hurt. If she were a fat, pimple faced, glasses wearing girl that killed herself, everyone would be "Oh well."
I think the Facebook homophobia cases were more of a wake up call. And I'm thankful something's actually coming out of that. Though, I have to object to celebrities speaking out and saying "It gets better." Sometimes it just doesn't, but you have to face it anyway. Besides... those guys are the few cases where they became celebrities in the first place.
But the time to speak was when School Shootings started up. Bullying warps kids in ways you can't imagine. Some can take it, some can't, some get bludgeoned with their cruelty until they have to take very drastic matters to stop it. And sometimes those end in suicide or murder. And for the longest time, the victims got the advice of "just ignore it... the school board does." There is nothing sicker than destroying someone's life and soul for a cheap laugh to make oneself feel better... or just FOR a cheap laugh. Why kids like that aren't forced to take counseling and the victims do is beyond me.