The iZ HERO Project is an innovative educational program that was developed by infollutionZERO (Dr. Yuhyun Park, CEO of infollutionZERO, is an Ashoka Fellow from Korea) and Nanyang Technological University, with sponsorship from government agencies in Singapore. The iZ HERO Project has received two prestigious international awards from UNESCO (in 2012 and 2013) for its effort to promote digital citizenship among children. The project is a global initiative working together with international organizations, government agencies, and media organizations in Korea and Singapore. “iZ” stands for infollution ZERO. The mission of the iZ HERO Project is to empower our children to be HEROes in the digital age, who have the discipline to responsibly use digital media, possess a sound value system, and have the empathy to speak up for others. By enjoying the iZ HERO Project with fun story-telling, animated characters, and online/offline games, children can naturally learn about various cyber-risks as well asmoral character values. As a part of the iZ HERO Project, the 2014 iZ HERO CHALLENGE: ZERO Cyber-bullying has been launched as a campaign to zero out bullying among children. It aims for children to proactively promote the culture of RESPECT and remove bullying in their community.It was beta-launched together with MDA/MLC as a part of Safer-Internet Day (11 February 2014) with one trial school in Singapore (West View Primary School). Our research supports that being taught about cyber-wellness issues through interactive digital media is an effective means for children to learn practical knowledge and tips about responsible online behavior and digital citizenship. At the same time, the research demonstrates that increasing awareness among youth of issues such as cyber-bullying must take a holistic approach that focuses on core values. Indeed, a key success factor is that effective learning approaches on this subject are grounded in the fundamental development of values such as respect and empathy. A deeper level of active engagement with children potentially has greater potential for children to familiarize themselves with these fundamental moral values.Therefore, we propose a new learning model driven by mission-based, real life activities that not only engages kids in a fun way, but also enables them to proactively practice and promote the value of respect. The iZ HERO Challenge is a mission-based activity series for children that helps them become true changemakers, "iZ HEROes", who zero out infollution (information pollution) in their personal space and community. This includes their mobile phone and computer, as well as bringing attention to the issue across their schools and homes. For more information, please visit http://izherochallenge.net.