Ad Council's Anti-Bullying Emoji Campaign Expands With Design and Musical.ly Contests

Goodby, Silverstein & Partners Builds on 'I Am a Witness' Effort Launched Last Year

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Last year, the Ad Council teamed with Goodby, Silverstein & Partners as well as major brands such as Adobe, Apple and Facebook to fight bullying with a powerful new tool -- an emoji.

"I Am a Witness" encouraged kids and teens to use the symbol, shaped like a wide-open eye, to call out instances of bullying on social media. Now, once again in time for Bullying Prevention Month in October, the organization has expanded the campaign to include an emoji design contest, Witness Creativity, asking teens to create their own emoji or illustrations integrating the Witness emoji. The idea is meant to inspire their peers to take a stand against bullying. Submissions will be accepted through Oct. 31. There will be a public vote to help choose the grand prize winner, who will receive $3,000.

The wider campaign also includes a new anti-bullying challenge featuring singer Alessia Cara on the popular music app musical.ly. The #IAmAWitness promotion challenges users to create a 15-second music video, set to Alessia Cara's chart-topping anthem Scars to Your Beautiful, that demonstrates what to do when they witness bullying.

The Ad Council's "I am a Witness" campaign, was the first to create an anti-bullying emoji adopted by Unicode, natively available on nearly all smartphones across the world. Goodby Silverstein & Partners created the "Witness" emoji design pro bono.

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About

Credits
Date
Oct 06, 2016
Agency:
Goodby Silverstein & Partners
Client:
Ad Council
Co-Chairman/Partner:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Creative Director:
Will Elliott
Creative Director:
Patrick Knowlton
Associate Design Director:
Angie Elko
Art Director:
Hanna Wittmark
Copywriter:
Kate Baynham
Production Company:
eLevel Films
Post Coordinator:
Annick Brett-Kearns
Motion Graphics Director:
Mike Landry
2D Animator:
Chad Ford
2D Animator:
Jason Jobe
Managing Partner:
Brian McPherson
Account Director:
Cassi Norman
Director of Brand Strategy:
Bonnie Wan
Brand Strategist:
Harper Bokum-Fauth
Senior Communication Strategist:
Victoria Barbatelli
Junior Communications Strategist:
Catherine Kim
Business Affairs Manager:
Heidi Killeen
Music Company:
Mutato Muzika
Composer:
Mark Mothersbaugh
Arrangement:
Raymond Plaza
Executive Producer:
Natalie P. Montgomery
Mix Company:
eLevel
Mixer:
Dave Baker

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