SUB CATEGORY :

BEST USE OF INTERACTIVE & SOCIAL MEDIA

COMPANY ENTERING :

LEO BURNETT MELBOURNE, MELBOURNE

ENTRY TITLE :

REWORD

BRAND :

REWORD

ADVERTISER :

HEADSPACE

AGENCY :

LEO BURNETT, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

CREATIVE DIRECTOR :

TIM SHELLEY

COPYWRITER :

EDWARD HECKES

ART DIRECTOR :

DANIEL SPARKES

TECHNICAL DIRECTOR :

LUKE TORNEY

DEVELOPER :

MICHAEL RICHARDSON/KEN CHEN/JOSHUA ARMSTRONG

ACCOUNT DIRECTOR :

LAURALEE CUZNER

ACCOUNT MANAGER :

SUZI WILLIAMSON

HEAD OF SOCIAL :

CHRIS STEELE

STRATEGIC PLANNING DIRECTOR :

ILONA JANASHVILI

STRATEGIC PLANNING MANAGER :

MONICA LEWIN

STRATEGIC PLANNER :

EMILY GOULD

AGENCY PRODUCER :

CINNAMON DARVALL/MARIA BOROWSKI

DIGITAL PRODUCER :

EE-LYN LAW

FILM PRODUCTION COMPANY :

STUDIO PANCHO, MELBOURNE

D.O.P/CINEMATOGRAPHER :

AARON FARRUGIA

CAMPAIGN SUMMARY :

CYBERBULLYING IS QUICKLY BECOMING ONE OF SOCIETY’S GRAVEST PROBLEMS, CREATING MILLIONS OF VICTIMS GLOBALLY. ANTI-BULLYING EFFORTS HAVE TRADITIONALLY FOCUSED ON INCIDENT REPORTING RATHER THAN PREVENTION. WE WANTED TO FIND AN INNOVATIVE WAY TO TACKLE ONLINE BULLYING BEHAVIOUR BEFORE IT HAPPENS. SO WE CREATED REWORD, A REAL-TIME ALERT FOR CYBERBULLYING. DESIGNED AS AN EDUCATIONAL TOOL TO HELP DEVELOP YOUNG PEOPLE’S MORAL COMPASS, REWORD IDENTIFIES HURTFUL LANGUAGE, PROMPTING USERS TO RECONSIDER THEIR WORDS.REWORD LAUNCHED AS A FREE GOOGLE CHROME EXTENSION SUPPORTED BY AN INTEGRATED CAMPAIGN. SOCIAL CONTENT GALVANIZED A LIKE-MINDED COMMUNITY OF PARENTS AND EDUCATORS. PR INSTIGATED SUPPORT OF GOVERNMENT AND INFLUENCERS. ABOVE-THE-LINE PLACEMENTS CALLED FOR TOOL INSTALLATIONS. THROUGH AN IN-SCHOOL PROGRAM AND SOCIAL, CHILDREN WERE INVITED TO CO-AUTHOR THE DATABASE BY ADDING NEW BULLYING PHRASES, GIVING THEM OWNERSHIP AND EMPOWERING THEM TO STAND AGAINST CYBERBULLYING.REWORD IS CREATING A NEW GENERATION THAT RESPECTS EACH OTHER, ONLINE AND IN REAL LIFE.

THE BRIEF :

CYBERBULLYING CREATES MILLIONS OF VICTIMS GLOBALLY. ~463,000 YOUNG PEOPLE ARE BULLIED ONLINE IN AUSTRALIA EACH YEAR, AND 78% ARE 10-15 YEARS OLD. VICTIMS OF ONLINE ABUSE ARE UP TO NINE TIMES MORE LIKELY TO ENGAGE IN SELF-HARM AND SUICIDAL THOUGHTS.. TO TRY TO STOP BULLYING, THE FOCUS HAS ALWAYS BEEN ON REPORTING IT AFTER IT’S HAPPENED. BUT THERE’S BEEN NOTHING TO PROTECT CHILDREN FROM IT HAPPENING IN THE FIRST PLACE, AND LEADING SOCIAL MEDIA PLATFORMS HAVE FAILED TO INTRODUCE EFFECTIVE MEASURES. WE SET OUT TO FIND AN INNOVATIVE WAY TO EFFECT REAL BEHAVIOUR CHANGE IN THE ONLINE ENVIRONMENT.

THE STRATEGY :

TWO INSIGHTS DROVE OUR STRATEGY: 1. YOUNG PEOPLE’S MORAL COMPASS DOESN’T FULLY DEVELOP UNTIL ADULTHOOD. THEIR IMPULSIVE BEHAVIOUR CAN LEAD TO UNINTENDED HARM. OPPORTUNITY: CREATE AN EDUCATIONAL TOOL TO HELP DEVELOP CHILDREN’S MORAL COMPASS.
2. CURRENT ANTI-BULLYING EFFORTS FOCUS ON REPORTING ABUSE AFTER THE FACT. BY THEN, THE DAMAGE IS ALREADY DONE. OPPORTUNITY: STOP BULLYING BEHAVIOUR BEFORE IT HAPPENS. WE TARGETED PARENTS AND EDUCATORS, WHO WORRY ABOUT CHILDREN’S SAFETY ONLINE. KNOWING OUR SUCCESS DEPENDED ON THEIR ACCEPTANCE, WE TARGETED YOUTH SEPARATELY, DESIGNING OUR SOLUTION TO ALLOW FOR CO-CREATION, GIVING THEM OWNERSHIP AND EMPOWERING THEM TO STAND AGAINST CYBERBULLYING.

THE EXECUTION :

WE CREATED REWORD, A TOOL ACTIVATING CHANGE WITHIN THE CULTURE OF ONLINE BULLYING BY STOPPING THE BEHAVIOUR BEFORE IT HAPPENS. ACTING AS A REAL-TIME ALERT, REWORD IDENTIFIES HURTFUL LANGUAGE, PROMPTING YOUNG PEOPLE TO RECONSIDER THEIR MESSAGE OR POST. REWORD NOT ONLY PROTECTS POTENTIAL VICTIMS, BUT ALSO STOPS CHILDREN FROM BECOMING BULLIES THEMSELVES. AN EMOTIONALLY-DRIVEN INTEGRATED CAMPAIGN LAUNCHED REWORD TO PARENTS AND EDUCATORS, CALLING FOR INSTALLS. THROUGH SOCIAL AND AN IN-SCHOOL PROGRAM, WE INVITED YOUNG PEOPLE TO ADD NEW BULLYING PHRASES. THIS CO-AUTHORSHIP GAVE THEM OWNERSHIP OVER REWORD, COMPELLING ACCEPTANCE AND UPTAKE AND ENCOURAGING THEM TO PROMOTE IT TO FRIENDS.

THE RESULT :

THE FIRST SIX WEEKS SHOWED DISTINCT IMPACT: 84% OF INSULTS DETECTED WERE REWORDED. BULLYING BEHAVIOUR PER USER DROPPED AN INCREDIBLE 67%. IN THE SAME PERIOD, REWORD WAS INTRODUCED TO OVER 260 SCHOOLS NATIONWIDE AND INSTALLED ON MORE THAN 150,000 COMPUTERS. OUR CALL TO ACTION RESONATED, GENERATING 20,000+ INSULT SUBMISSIONS FROM YOUNG PEOPLE, CREATING MILLIONS OF NEW COMBINATIONS. FIRST SIX WEEKS: • 150,000+ INSTALLS • 20,0000+ CONTRIBUTED INSULTS • 84% OF INSULTS REWORDED • 67% REDUCTION IN BULLYING BEHAVIOUR BY PROMOTING CO-CREATION, REWORD IS CHANGING ONLINE BULLYING BEHAVIOUR, CREATING A NEW GENERATION THAT RESPECTS EACH OTHER ONLINE AND IN REAL-LIFE.

URL :

http://ourawardsubmission.com/reword/

URL :

http://reword.it/