SUB CATEGORY :

DIGITAL, SOCIAL & EMERGING TECHNOLOGY

ENTRANT COMPANY :

INNOCEAN INDONESIA, JAKARTA

TITLE :

ANTI-HATE KEYBOARD

BRAND :

ESPORTS NEWS CHANNEL

ADVERTISER :

PT MEDIA ESPORTS INDONESIA

AGENCY :

INNOCEAN INDONESIA, JAKARTA

CHIEF EXECUTIVE OFFICER :

JAMES SANG SEOK LEE

CHIEF CREATIVE OFFICER :

CHOW KOK KEONG

CREATIVE DIRECTOR :

ALVIN HO/FAJAR NF/WIRGA MAHESA

ART DIRECTOR :

ALVIN HO/CHOW KOK KEONG/JAMES HENRY/FAJAR NF/WIRGA MAHESA

COPYWRITER :

CHOW KOK KEONG

AGENCY PRODUCER :

YULIA SUTAN

PROGRAMMER :

PHANG CHAN HOWE

ANIMATION SPECIAL EFFECTS :

JAMES HENRY

MEDIA AGENCY :

INNOCEAN INDONESIA, JAKARTA

FILM PRODUCTION COMPANY :

LEVEL UP, JAKARTA

POST-PRODUCTION COMPANY :

FRAME LOGIC POST, JAKARTA

SOUND PRODUCTION COMPANY :

SUARA SUKU AUDIO POST, JAKARTA

MUSIC COMPOSER :

BENALIF ARIFANDA

CAMPAIGN SUMMARY :

There are 70 million online gamers in Indonesia, with over 60% actively playing in cybercafes that have become a
hotbed for cyberbullying. Every avid gamer has experienced in-game harassment at least once in their life. This has
gone on for far too long. These keyboard trolls needed to be stopped. And we had the ideal solution - using their
weapon of choice, the keyboard.
Introducing The Anti-Hate Keyboard. The specially reprogrammed keyboards swap toxic phrases typed out by bullies
for sweet and encouraging messages for their fellow online gamers.
How it works: Using first-party data, we identified and extracted toxic phrases commonly used by bullies. We then
reprogrammed the processor of the Quantum Mechanical keyboards and synced the toxic phrases to the keyboard
through QMK firmware.
On 3 Oct 2022, World Day of Bullying Prevention, the Anti-Hate Keyboards were given out to cybercafes across
several cities. When bullies unleashed abusive attacks, their toxic phrases were swapped for sweet messages in the
chatroom, e.g. “fck u!” is swapped to “love u!”, “go n die pls!” became “go n celebrate pls!” and many more.
To make the campaign more sustainable, we made the firmware an open source for everyone. Companies or the
public can visit our website (www.antihatekeyboard.com) and download the firmware to fight cyberbullying for the
betterment of society.
The campaign raised positive social noise on social platforms and media channels. Ten million in Media Impressions
were earned. Five hundred thousand toxic phrases were swapped in just the first month.

THE BRIEF :

There are 70 million online gamers in Indonesia, with over 60% actively playing in cybercafes that have become a
hotbed for cyberbullying. Esports News Channel realised the problem and wanted to stop cyberbullying during
gameplay. And here’s where we come in.

THE STRATEGY :

Research shows that bullying in online gaming contributed 70.5% of cyberbullying in the country. Every avid gamer
has experienced in-game harassment at least once in their life. This has gone on for far too long. These keyboard
trolls needed to be stopped. And we had the ideal solution—using their weapon of choice, the keyboard.

THE EXECUTION :

Introducing The Anti-Hate Keyboard. The specially reprogrammed keyboards swap toxic phrases typed out by bullies
for sweet and encouraging messages for their fellow online gamers.
How it works: Using first-party data, we identified and extracted toxic phrases commonly used by bullies. We then
reprogrammed the processor of the Quantum Mechanical Keyboards and synced the toxic phrases to the keyboard
through QMK firmware.
On 3 Oct 2022, World Day of Bullying Prevention, the Anti-Hate Keyboards were given out to cybercafes across
several cities. When bullies unleashed abusive attacks, their toxic phrases were swapped for sweet messages in the
chatroom, e.g. “fck u!” is swapped to “love u!”, “go n die pls!” became “go n celebrate pls!” and many more.
To make the campaign more sustainable, we made the firmware an open source for everyone. Companies or the
public can visit our website (www.antihatekeyboard.com) and download the firmware to fight cyberbullying for the
betterment of society.

THE RESULT :

The campaign was picked up by the media positively. Ten million in Media Impressions were earned. Five hundred
thousand toxic phrases were swapped in just the first month.