Messaging app Whisper is using anonymity, its most controversial feature, to fight bullying. Adobe and Ad Council’s anti-bullying campaign “I Am a Witness” targets observers of bullying and is using sponsored posts on Whisper to encourage young users to speak out. The “incognito nature” of the app, which has been said to foster hateful comments from bullies, has been seen as an opportunity for the campaign, as anonymity makes it “less of a risk to intervene, which is a big fear.” The posts ask questions like “When I witness bullying it makes me feel ____,” and have so far generated 3.6 million impressions, 16,000 likes, and 4,600 comments. (Adweek)
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