Nonprofits Are Learning That Whisper’s Anonymity Can Be a Force for Good

Campaign against bullying shows love can trump hate

Last fall, Adobe and the Ad Council wanted to put a new twist on anti-bullying campaigns by targeting teenage witnesses, not victims. So they designed a powerful campaign around the simple image of an eye, an illustration with the words "I Am a Witness," to convey the message that bystanders are as culpable as bullies.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.