“It’s a powerful symbol,” said Hanna Wittmark, art director at Silverstein & Partners Goodby, the ad agency behind the original eye-in-a-speech-bubble symbol. “It says ‘I see this, and I’m speaking up. I’m doing something about it.'”
Months ahead of the release of iOS 9.1, the firm approached Apple to see if it would include the symbol among the over 150 new emoji added to the iPhone's keyboard. To make it happen in time, Apple had to fast-track the design by combining two existing emoji -- the eye and the left speech bubble -- into what ultimately appears on the emoji keyboard today, according to the report. Along with using the version built into the iPhone keyboard, the campaign is also encouraging people to download its custom emoji packages containing additional images and messages.