My recommendation--if the anti-bullying programs sponsored by guidance counselors or other figures aren't doing their job, it's up to the teachers to get the anti-bullying messages in through language arts classes. Even if the programs do appear to be working, it's still not a bad idea to incorporate it in reading or even in other classes if it can be done.
In every basal reader there are at least a few stories in which a character is the subject of bullying. Often, this character will be close to the students in age. This could be a good time to implement reader's response, construction of "hamburger paragraphs", and ask questions at higher levels of Bloom's Taxonomy to get students to think about what would work best in this situation--and most importantly, WHY. Trade books could be used as well, especially if a lesson needs to be planned for a day between units that would not lend itself to starting something new and long-term. While writing is a skill that needs practiced, don't forget about using other methods of expression such as drama, especially if the other students can respond to it (i.e. how well did the actors handle the situation).
It's harder to get these messages into other subjects, but social studies is a possibility when discussing historical figures who may have been bullied. Also, if ancient history is in the curriculum, old myths on the subject may be good to use.
Of course, there are extraneous factors. A big one is the media, where characters are bullied constantly, often without punishment of the bully. Most blame movies and TV, but books can be just as bad if not worse (especially since readers tend to picture characters as looking like their friends, family members, and teachers and may picture someone being bullied as an unpopular student in their class). Songs can contain lyrics suggestive of bullying as well. There is no censorship outside of class beyond parents, however, and even then there is often no control.
Also, if you are working with children in any situation and you hear them talk negatively about someone, ask them what is wrong and step in as a counselor. It just may help them and help someone else in the process. I currently work as a math tutor and have done this with some of my children when they start talking endlessly about a student they don't like in the middle of a lesson (it sometimes happens if the name of that person comes up in a word problem, but often happens spontaneously, perhaps because they feel they can talk easier to someone who doesn't work at their school).
Finally, anyone in education should make themselves open to students to talk about problems with--even if it ends in a referral to a guidance counselor. This goes for everyone--teachers, principals, paraprofessionals, coaches, substitutes, nurses, lunch ladies, janitors, and even computer techs. Sometimes the best person to talk to may be someone unlikely--at my elementary school, our custodian was extremely nice and would listen to anyone and even work with them on things. I also got over a bout of depression in middle school with the help of a sub.