Gadgette, the tech magazine designed for women, is capitalising on the anonymous egg logo of Twitter trolls in a new anti-bullying campaign.
The publication plans to ‘rescue the reputation of the innocent egg’, which is often pictured on trolling Twitter accounts by those who don’t wish to reveal their real identity.
The Easter campaign also aims to raise money for cyberbullying charity Cybersmile. Users are being encouraged to purchase and send a virtual egg in order to donate.
Different classes of eggs represent different donation levels; for instance, a virtual pack of Mini Eggs costs £3.50 and The Golden Egg costs £20.
Those that purchase a virtual egg are entered into a Gadgette competition to win real chocolate eggs and treats, as well as merchandise from Cakes With Faces.
Holly Brockwell, editor-in-chief of Gadgette, was named The Drum's Woman of the Year 2015 at the SheSays Awards.