Excerpt: WPP’s GroupM and Mindshare seek to stop cyber-bullying as part of Friday’s Anti-Bullying Day. The agency and its parent are partnering with Snapchat to build off its Project YouDoYou initiative that focuses on empowering young females by inviting — both male and female — Snapchatters to use four themed lenses: Compliment Cam, What Being a Friend Means, Feeling Myself, and a special branded Project YouDoYou filter.
In addition, Snapchat’s Our Story coverage of the day will feature celebrities, influencers and other users who are standing up against bullying. This vertical will curate photos and video Snaps from those who submit to their public “Our Story” and then are produced by a team of Snapchat editors.
Mindshare is also teaming up with stars from Universal Music Group to promote the anti-bullying initiative across their respective social media channels.
For more details on the program, read the rest in MediaPost.