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headspace National Youth Mental Health Foundation
Reword: Changing Online Bullying Behaviour

RAN IN: Australia

CLIENT
headspace National Youth Mental Health Foundation

AGENCY
Leo Burnett *Lead Agency

Jason Williams, CCO


SUMMARY

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.

CASE STUDY

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CASE VIDEO


Classification: National

Language: English