The weird, new eye-crossed-with-a-speech-bubble emoji on the iOS 9.1 keyboard was a bit of a mystery until Ad Council CEO Lisa Sherman announced it is the first-ever cyber bullying social awareness emoji.

“I Am A Witness,” was developed pro bono by GS&P, Adobe and the Ad Council, who then teamed up with Apple to get the emoji on the newest update for the iPhone keyboard.

The idea of the campaign is to encourage people to speak up against harmful things that they witness on the Internet. The most common response to cyber bullying is to just ignore it, but the Ad Council wants to make sure that now everyone knows they have the option to speak up. Even those who don’t have iOS 9.1 can download the app I Am A Witness, available on the App Store and Google Play, that provides a keyboard with colorful text stickers, GIFs and the awareness emoji.

Adobe’s CMO, Ann Lewes, started the idea of the anti-bullying project. She and Adobe reached out to GS&P, the agency that produced the documentary Bully, and sparked the idea of an emoji to help stop cyber bullying.

Kate Baynham, GS&P’s copywriter, liked the idea from the beginning.

“The majority of anti-bullying campaigns are either talking to victims or talking to bullies,” Baynham said. They’re saying ‘Wait until you get to college, and then everything will be fine’ or ‘Hey, stop doing that. We’re all the same person.’ Those messages are very important. But for this one, rather than building awareness, it’s building activation. We’re not asking a lot. We’re asking people to consider using this emoji when they see bullying. It seems like something that could really scale up in terms of use.”

So far the campaign will include activations on sites such as Instagram, Buzzfeed, Kik, Shots, Snapchat, Tumblr, Vevo, We Heart It, and Whisper.