• by Larissa Faw , May 3, 2018

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. 

Project YouDoYou originally launched in December 2017 in partnership with iHeartRadio at Jingle Ball New York with singer-songwriter Camila Cabello. While the project aimed to inspire teen girls, Tiffany Winter, head of strategy & partnerships, Mindshare Content+ who founded the project along with David Lang, chief content officer of Mindshare North America and Chair of GroupM's Center of Excellence on Content are using Friday's Anti-Bullying Day to encourage everyone to be kinder to each other online. 
Project YouDoYou is currently developing programs with major media owners and publishers, including Buzzfeed, Teen Vogue, Canvas Media, and Wasserman Media over the coming months.