The purpose of this article is to identify to what extent using the methodology of the programme "Bullying-free school", initiated in the Kingdom of Denmark in 2007 and implemented in schools in Estonia since 2013, has supported the development of ethical values in primary school pupils. The methodology focuses on four value attitudes: tolerance, respect, consideration and courage, and achieving these through developing a behavioural culture that attaches value to oneself, fellow-pupils and adults. The data were collected by means of a semi-structured focus group interview, addressing pupils' behaviour, experience and feelings. The study revealed that the bullying-prevention programme has developed joint values in school classes--tolerance, consideration, respect and courage, as well as an ability to think about these values and discuss them. Better results have been achieved in the classes where bullying prevention is conducted systematically and consistently.