It’s no secret that girls can be terrible to each other. But unlike their male counterparts, the effects of girl-to-girl bullying are sometimes less obvious than broken bones or bruises. Bullying among girls ruins lives. And in tragic cases, it ends them.

The plot thickens with social media. Gone are the days of dealing with bullying at school and retreating home for reprieve. Now bullying is everywhere: waiting on their social networks, attacking them by surprise through texts, and haunting them on the Internet. And while bullying may be hard to ignore, it exists because no one’s made progress on changing it. Until now.In the summer of 2011, Secret and Apple joined forces to create an experience that tackled this issue for girls on the one device that’s most personal—the iPhone.

This experience helped change how girls treat each other and led to many “firsts”: • The first to create and share customized wallpapers via iPhone and iPod touch devices, which led to an “average time spent” rate that was 16% higher than average.• The first to use transition banners on the iAd Network, which resulted in exceeding benchmarks for banner “Tap Through Rates.”• The first to drive donations for a cause through the iAd, which resulted in donations to PACER’s National Bullying Prevention Center.

Over 3.3 million unique young women engaged with this idea—3.3 million women that may not have been reached through any other means. The idea held them captivated and generated 1.2 million total page views within the experience. Lastly, an emotional connection between the brand and the movement was created, which drove purchase intent by 16% (Nielsen Study) compared to an average of 9% for TV.