The anti-bullying emojis, which were developed in collaboration with anti-bullying ambassador Monica Lewinsky, will appear on Snapchat as geofilter photo overlays.
The Vodafone Foundation, meanwhile, has also pledged to donate £1 per retweet or like of the #BeStrong emojis hashtag on Twitter and Facebook.
Vodafone’s head of consumer policy Lisa Felton told Marketing Week: “Around 84% of our UK instant messaging traffic comes from Snapchat – that’s more than WhatsApp and iMessage combined – so we this as a real opportunity to spread a positive social message to teenagers.”
She says “it is only a matter of time” until Vodafone rolls out unique emojis onto Twitter and Facebook as well.
Having a strong social message
Over recent years, Vodafone UK has aimed to spread awareness of the dangers around teenagers having access to smartphones.
It distributes 3.5 million copies of its Digital Parenting magazine to schools and government bodies while its parent guardian app, which gives parents the ability to protect children from adult content on their mobile phones, has been download 800,00 times and is available in 23 markets.
Felton believes that more social media brands must take responsibility and be held accountable if online bullying is to end.
“To a certain extent we have less ability to help out as we’re not providing the social media platforms and they have their own reporting mechanisms,” she adds. “But both mature and younger social media companies need to take responsibility more seriously.
She believes brands can use a platform such as Snapchat for more than just advertising. “Snapchat is the most popular platform among teens in the UK so there is a great opportunity for brands to spread positive messages.”
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