Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
Reword: Changing Online Bullying Behaviour
Bullying has moved from schoolyards to social media, but kids don’t realize the effect their words can have. So, we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive language, Reword helps develop their moral compass by teaching them to self-regulate hurtful comments before hitting send. Within six weeks, the tool was installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behavior per user. Reword is creating a new generation that respects each other – online and in real life.
Brand: headspace National Youth Mental Health Foundation
Client: headspace National Youth Mental Health Foundation
Agency: Leo Burnett