Adobe launches I Am A Witness against bullying

Adobe teamed up with the Ad Council and Goodby Silverstein & Partners to launch the campaign I Am A Witness. Unlike most anti-bullying efforts, this one not only targets victims and abusers, but people who witness bullying. Using a clever language, they are giving teenagers new communication tools to help them make a difference. The new language is the first Unicode Standard approved emoji ever created for a social cause. The icon is an eye inside a speech bubble that’s meant to be used to report bullying. The emoji was a mystery when it appeared in the developer preview of iOS 9.1 last month. Is not available on Android yet, but users will be able to download a special keyboard, developed pro bono by Snaps. The project started at Adobe in 2014, when launching a campaign inspired by Lee Hirsch’s documentary Bully. “That year we saw this scene in the movie where this kid was getting bullied on a bus and we realized that there was a kid being bullied, but what about all these kids that are witnessing it and not doing anything?” said Cassi Norman, Adobe Account Director at GS&P. I Am A Witness has the support from Apple, Facebook, Google, YouTube, Johnson & Johnson and Twitter. Each will provide exposure and customized content on their own platforms. Several videos will generate awareness for the campaign and the emoji.