The video, which has been watched more than 15 million times, shows Cox trailing the girl in his car as she walks part of the five-mile journey in what he says is 36 degree weather.

Cox thought up the unusual punishment when his daughter, Kirsten, brought home a letter saying she was suspended from using the school bus for bullying. Riding the school bus or getting a lift from your parents is a privilege, he said during the video, and one his daughter had lost with her bad behavior.

“I know a lot of you parents are not going to agree with this and that’s alright. I am doing what I think is right to teach my daughter a lesson to stop her from bullying,” he said. “Parents need to hold their kids accountable.”

Kirsten, who told local ABC affiliate WTVG she’d been bullied herself, said she’d learned the error of her ways.