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Cause Marketing and Social Platform to Stop Youth Bullying

I Am a Witness

iiD helps launch the ‘I Am a Witness’ campaign to activate the silent majority of kids to speak up against bullying.

Witness-Webby-Winner

90 percent of teens ages 12-17 who have witnessed some form of online cruelty say they have ignored mean behavior on social media, and more than a third (35 percent) have done this frequently (Pew Research). Research has shown that the bystander can play a pivotal role in stopping bullying. The I Am a Witness campaign aims to stop bullying by activating the silent majority of kids who witness it each day and transform them from passive bystanders into a united, empowered and active collective that will speak up against bullying. We were honored to receive the 2016 Webby Award for Public Service & Activism.

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Design Sprint

To better enable “bystanders” in supporting bullied kids online, we facilitated a design sprint with teens at a youth center in Palo Alto to come up with ideas for the anti-bullying campaign. More effective than a focus group, the design sprint method had teen users themselves collaboratively brainstorm and sketch campaign design ideas in small groups of 3-4 people and then present to the group and validate their ideas.


User Experience Design

UX design was key to explore different concepts for tools, content and navigation in the campaign site. Informed by our design sprint, the mobile interface became one of our main focuses to reach teens. 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.

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UI and Content Design

The visual design of the campaign brand and UI had a vivid, hand-drawn look and feel. Emojis were a key design element throughout the site for a fun, engaging experience.  One popular interactive feature the ‘Send Kindness’ app, was 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.

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Results

Project

Creative and technology services for a major teen cause marketing campaign

 

Services

Social & UX Strategy, UX Architecture, UI Design, Responsive Design, Tumblr Development

 

Takeaways

Realized the vision of the campaign, which brought over 1 million visits at launch

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.

Anastasia Goodstein
SVP of Digital, The Ad Council

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.

Zee Hoffmann Jones
Digital Producer, The Ad Council

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