“As I write this, I cry…When Archie comes to me and says he’s being called a ‘f***ing ranga’…I am broken…..completely broken.”

These are the words of Dr Andrew Rochford, who says he is “done” with those who bully his 10-year-old son Archie over the colour of his hair.

In an emotional post on Instagram, Rochford said that those who criticise someone based on something they cannot change are “no better than a racist or a homophobe”.

“You are as shallow and ignorant and PATHETIC as all the other narrow-minded bigots that inhabit our beautiful planet,” he wrote.

“So take a f***ing long hard look at yourself…because if you perpetuate victimisation in your house, or your workplace or on a stage or the radio or television….YOU are the problem…YOU!

“The sad 13 yr old boys that are picking on my son, weren’t born so horrible, they have learnt from you.”

In an interview with WSFM’s Jonesy & Amanda this morning, Dr Rochford said his post came after he “reached a point” where he could no longer stay silent about his son’s situation.

“He’s avoiding getting the bus, his mate who’s short is being picked on for being short, the two of these kids have to change the way they get home, because [they are] just continually targeted,” he said.

Of his harsh words, Dr Rochford said he was always confused that society “are so quick to bang the drum for the obvious discrimination” but were quick to dismiss this type of discrimination.

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“If we accept victimisation or harassment of another person based on something that is different about them, then it doesn’t matter if it’s gender, sexual orientation, age, race, religion, none of that matters because it’s all actually the same thing,” he said.

“I see and hear the ‘ranga’ jokes that people think are funny. The problem is, not being a redhead, not having that said to you, you actually don’t get the right to decide whether that’s a funny term or not.”

He said he believed that kids were not to blame for their behaviour, and instead “absorb the idea of focusing on the difference in another person” from adults in their life.

If you are being bullied and need someone to talk to, you are encouraged to contact BeyondBlue on 1300 22 4636. Children can also find helps at Kids Helpline on 1800 55 1800.