What kind of campaign do you use to build momentum for a movie that tries to speak for the voiceless?

Dory Carr-Harris Dory Carr-Harris on April 13, 2012.

How do you promote a movie that attempts to give a voice to the voiceless? This is the challenge that fell upon the makers and distributors of Bully, a documentary on childhood bullying that will hit theaters nationwide on Friday. Mashable