iiD is excited and honored to have helped launch a new campaign to aid teens in standing up against bullying.

iiD collaborated with The Ad Council and Goodby, Silverstein & Partners to launch this innovative anti-bullying campaign called ‘I Am A Witness’. The campaign directs audiences to IWitnessBullying.org, a new website built on Tumblr by iiD, where users can find tips and resources on how to take action to stop bullying.

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The site features step-by-step directions on accessing the I Am A Witness emoji and keyboard, and instructions on how and when to use it. The website also features a ‘Send Kindness’ section, a repository of campaign and user-generated, positive and uplifting images, GIFs and videos that visitors can send to anyone who’s been bullied or needs support.



Through collaborative design sprints with teens who are exposed to bullying on a regular basis, iiD designed a user experience for the I am a Witness website that will truly engage teens around the issue. The goal of the website design was to present the issue – and the solution – in a way that immediately resonates with end users and prompts them to stand up and take action against bullying.



The Ad Council’s SVP of Digital Anastasia Goodstein said about our work, “iiD was a key partner for us in building out the campaign on Tumblr and were fantastic to work with. They did an amazing interactive in-person workshop with teens and then brought Goodby’s creative to life online.

“iiD was an adaptive and responsive partner. They made IWitnessBullying.org the streamlined, beautiful Tumblr that not only does the platform justice, but also solidified its commitment to doing good by giving teens the tools to stop bullying,” said Zee Hoffmann Jones, digital producer at Ad Council.

Check out the campaign site: http://iwitnessbullying.org/

There has been amazing coverage on the I Am a Witness campaign:


The Story Behind That Mysterious Eye Emoji in IOS

Adobe, GS&P and Ad Council introduce eye emoji for new anti-bullying campaign.

This is Apple’s Weird New Emoji

YouTube Stars Share Comments Left By Trolls as Part of Anti-Bullying Campaign
Daily Mail

Apple’s Mysterious Emojis IS an anit-bullying Icon. Tech giant is supporting the I Am A Witness campaign against online abuse.
Daily Mail.

Eye Emoji Becomes Anti-Bullying Symbol
PC Mag

Apple, Facebook, Twitter, Snapchat Are All-In with New Anti-Bullying Emoji

New Emoji Helps Teens Take A Stand Against Bullying 

Apple Created a New Emoji but No One Knows Why

First Emoji Ever Made fr a Social Cause

AdCouncil, Leading Digital Media Companies, Corporate and Non-Profit Partners and Social Influencers Empower Teens with “I Am A Witness”.

This is Apple’s Weird New Emoji

Fighting Online Bullying, One Emoji At A TIme

The Secret Meaning Behind Apple’s New Eye Emoji

Tech Companies Reveal Mystery Eye Emoji is Part of Anti-Bullying Campaign

This Brand New Emoji is Designed to Help You to Fight Bullying

AdCouncil leads Effortwith Adobe, Apple and Facebook to stop bullying with new eye Emoji
The Drum

Mysterious New Emoji Keeps an Eye out for Bullys
CBS News

We’ve finally learned what the new Emoji Means
Tech Insider

What That Creepy New All-seeing Eye Emoji Really Means
Washington Post

Cheese, Unicorn, and Middle Finger – The Full 184 New Emoji for your iPhone
The Telegraph

Mystery “Eye in Speech Bubble” Emoji is Fast-tracked by Apple
Apple Insider

Apple Ad Council stand against bullying with new eye emoji
NY Daily News