Part of Apple's latest emoji keyboard, there is an eye emoji, which is shaped like an eyeball inside a speech bubble. The eye emoji is actually part of the brand's anti-bullying campaign titled 'I am a Witness.'
This campaign is designed to raise awareness of social media, bullying and cyber-bullying, specifically among the youth. The campaign created an explanatory video using cartoon characters that are made to look like the eyeball emoji. The short ad features one eyeball being bullied at school, and when he goes home it continues online. However, text message bubbles pop up all over the screen with phrases such as "You're cool!" and "I'll be your friend." The last text says #IAmAWitness, which will be used to increase awareness of the campaign within social media.
The ad closes with colorful slide that reads: "when you see bullying, use this emoji and do something about it."