While iOS 9 users are testing the new middle finger and taco emojis, the Ad Council is turning one of Unicode's new characters into an anti-bullying icon.
An unassuming eye staring out of a speech bubble has become the centerpiece of the group's new I Am A Witness digital campaign. Ideally, teens will use it to show support for someone who is being harassed.
Apple iPhone users who have upgraded to iOS 9.1 have a black-and-white version of the emoji already. Everyone else can download the I Am A Witness Keyboard apps for iOS or Android and use the color versions.
"All teens are impacted by bullying and they often feel helpless when they witness it," Ad Council CEO Lisa Sherman said in a statement. "Emojis have become a second language for teens, and they provide a relevant and easy way to get involved."
The initiative is backed by a number of major tech firms, including Adobe, Apple, Facebook, Google, Twitter, and YouTube. Popular services like BuzzFeed, Instagram, Kik, Pandora, Snapchat, Tumblr, Vevo, We Heart It, and Whisper will also use the new icon in mobile and Web-based ads.
"Through this extraordinary collaboration of media, non-profit, and corporate partners, along with influencers that teens look up to, we will transform witnesses from passive bystanders into a united, empowered and active collective that will speak up against bullying," Sherman said.
As reported by the Ad Council, 90 percent of kids ages 12 to 17 have admittedly ignored online cruelty. But the I Am A Witness campaign hopes to inspire them to speak up—even if it just means texting the new eye emoji and letting someone know you're a friend.
Popular YouTube stars, top-tier Snapchat creators, and anti-bullying activists will use the symbol to spread the word and direct audiences to the IWitnessBullying.org website, where folks can find tips and resources for taking action.
The site also features step-by-step directions on accessing and using the I Am A Witness emoji and keyboard, as well as a "Send Kindness" section with uplifting images, GIFs, and videos for sharing with anyone in need.