The Ad Council: I Am A Witness

The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.

Advertiser: Ad CouncilBrand: Ad CouncilAgency: Goodby Silverstein & PartnersCountry: United States

Objectives

On October 7, 2003, Ryan Halligan hanged himself in the bathroom of his parents' house in Essex Junction, Vermont. He had been bullied at school, online and on AIM. He was 13. His death marked the first publicly acknowledged case of cyberbullying in the US.

Suicide as a consequence of online bullying is—fortunately—rare. But estimates of the extent of cyberbullying in the US are unsettling.

  • 43% of teens have experienced bullying online, and 15% have bullied others (source: Patchin 2015,...

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