Details
- Agency : Leo Burnett Melbourne
- Place : Australia
Reword
By Headspace
Details
Advertiser
Objective / insight
- Bullying has moved from schoolyards to social media
- kids don’t think about the effect their words can really have
- Approximately 463,000 youths are bullied online in Australia each year
- 78% of youths bullied online are 10-15 years old
- Headspace decided to create an effective solution to combat online bullying behavior
Implemented strategy
- Headspace has created Reword, a real time spell checker for online bullying
- It’s an educational tool to develop children’s moral compass when they become active on social media
- Reword uses a custom lexicon database and detects insults using regex matching
- Reword is compatible with all social media platforms
Technology implemented
- As a child types, Reword identifies abusive patterns, activating an alert
- When a match is found the child is alerted with a red strikethrough, instantly interrupting their behavior and making him reconsider what he’s writting
- Reword uses a custom database, which children can contribute to, growing the tool as language evolves
Result
- 150 Million Combined media impressions in the first 6 weeks
- 1,045,146 Installs of the Google Chrome Extension in the first 12 months
- 84% Of insults reworded when prompted
- 67% Reduction in bullying behavior per user
