I think programs like this one, along with the advice that "ignoring them makes them go away" are wrong because they're informed by the concept of a straw bully that doesn't actually exist most of the time - some antisocial "bruiser" type who has a personal problem with his/her targets and gets pleasure out of seeing that they're making that person angry or feel bad. I don't think that this describes even the bulk of elementary school age bullies, in my experience.
I dealt with a bully one year; but the next year he was out of my class and I never saw him again. However, I always saw bullies throughout school doing their thing; and one thing I observed was that bullies are actually very social creatures. They pick specific targets for specific reasons, but it's rarely because they actually have a personal problem with them; and in my experience, although a victim reacting angrily certainly can exacerbate the situation, it's definitely not the point at all (which is why ignoring them doesn't work). Rather, the bullies I observed always performed for an audience - whether it's their longtime friends, toadies, fellow bully-types, whatever - and it's not the negative feedback from the victim that they derive pleasure from, but the positive feedback from the audience. As long as their friends are there to laugh at the jokes or express admiration or enjoyment, you can ignore them until you're blue in the face - it makes no difference because you're just a means to the end anyway. I've seen bullies pick on their favorite victims, to the laughter of their friends, when the kid being made fun of wasn't even present.
Conversely, I've very, very rarely personally seen a bully pick on a victim when their typical audience wasn't there to enjoy it; such as a class where the two are present but none of the bully's friends are. In my experience the bully will try a few times but when it becomes clear their current classmates aren't sympathetic or impressed, it usually stops there and the bully saves his work for other periods or times when a more amenable gallery is around.
That's not to say that Hollywood bullies who wear older teen-punk hairstyles and studded collars when they're 9 years old and are always threatening violence at every opportunity don't exist; I just am not convinced they constitute the largest part of the problem as educators seem to think they do.