Headspace Digital, Case study Reword [video] by Leo Burnett Melbourne

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Reword [video]

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Industry Education
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Leo Burnett Melbourne
Chief Creative Officer Jason Williams
Art Director Daniel Sparkes
Copywriter Edward Heckes
Senior Copywriter Alex Metson
Designer Johnson Diep
Production Studio Pancho
Released March 2016


Cannes Lions 2017
Design Digital & Interactive Design: Apps Gold Lion
Design Digital & Interactive Design: UX Interface & User Journey Silver Lion
Media Channels: Use of Technology Bronze Lion
Design Digital & Interactive Design: Social Engagement Bronze Lion

Credits & Description

Titile: Reword
Agency: Leo Burnett Melbourne
Brand: Headspace
Country: Australia
Advertising Agency: Leo Burnett Melbourne
Entrant Company: Leo Burnett Melbourne
Media Agency: Leo Burnett Melbourne
Pr Agency: Leo Burnett Melbourne
Production Company: Leo Burnett Melbourne
Senior Broadcast Producer: Cinnamon Darvall (Leo Burnett Melbourne)
Digital Producer: Ee-Lyn Law (Leo Burnett Melbourne)
Senior Developer: Ken Chen (Leo Burnett Melbourne)
Account Director: Lauralee Cuzner (Leo Burnett Melbourne)
Motion Graphics/Digital Designer: Matt Cahill (Leo Burnett Melbourne)
Art Director: Daniel Sparkes (Leo Burnett Melbourne)
Copywriter: Edward Heckes (Leo Burnett Melbourne)
Front-end Developer: Joshua Armstrong (Leo Burnett Melbourne)
Front-end Developer: Jodie Walker (Leo Burnett Melbourne)
Senior Front-end Developer: Michael Richardson (Leo Burnett Melbourne)
Account Manager: Suzi Williamson (Leo Burnett Melbourne)
Digital Designer: Eric Lay (Leo Burnett Melbourne)
Community Management: Josh Popow (Leo Burnett Melbourne)
Motion Graphics Designer: Matt Peters (Leo Burnett Melbourne)
Senior Copywriter: Alex Metson (Leo Burnett Melbourne)
Director Of Integrated Strategy: Ilona Janashvili (Leo Burnett Melbourne)
Production Manager: Kaelene Morton (Leo Burnett Melbourne)
Associate Digital Creative Director: Tim Shelley (Leo Burnett Melbourne)
Director Of Photography: Aaron Farrugia (Studio Pancho)
Head Of Social: Chris Steele (Leo Burnett Melbourne)
Chief Executive Officer: Melinda Geertz (Leo Burnett Melbourne)
Social Creative: Brandon Rice (Leo Burnett Melbourne)
Strategy Planner: Emily Gould (Leo Burnett Melbourne)
Chief Creative Officer: Jason Williams (Leo Burnett Melbourne)
Designer: Johnson Diep (Leo Burnett Melbourne)
Back-end Developer: Nick Hayden (Leo Burnett Melbourne)
Technical Director: Luke Torney (Leo Burnett Melbourne)
Integrated Producer: Maria Borowski (Leo Burnett Melbourne)
Group Account Director & Strategic Planner: Monica Lewin (Leo Burnett Melbourne)
Head Of Digital: Nicole Ross (Leo Burnett Melbourne)
Url: http://ourawardsubmission.com/...
Young people’s moral compass doesn’t fully develop until adulthood. Working with leading mental health experts, we created a way to stop the abuse before it happens. Reword is an educational tool that works everywhere we communicate online. It’s designed to help develop young people’s moral compass when they become social media active. Reword aims not only to protect potential victims, but also to protect children from being bullies themselves.During prototype development, we collaborated with Headspace Youth Mental Health Foundation and youth to refine usability and messaging. Testing showed 79% of young people were willing to reword when prompted. We targeted “protectors”– parents and educators – who could install the software at home and in schools. We targeted young people separately to encourage uptake and acceptance. By designing the tool so children can add to and grow it, we gave them ownership, empowering them to take a stand against online bullying.
Campaign Description:
We created reword, a spell checker for online bullying. As a child types, reword uses regex matching, searching a database of bullying words to identify patterns. When a pattern is recognised from millions of potential combinations, the child is instantly alerted with a red strikethrough. Reword is designed to interrupt bullying behaviour in young people when they first become active on social media. The red line is an intuitive symbol that encourages children to reconsider what they write. Children can become co-authors of reword by adding their own bullying words and phrases, growing the tool’s intelligence and helping it recognize evolving language and slang. Reword is designed to help develop young people’s moral compass, creating a new generation that respects each other – online and in real life.
Brief with projected outcomes:
We built a Javascript tool and lexicon database that identifies patterns using syntax theory. As a child types, the database is traversed and insult patterns are identified – activating the red line and alerting the user. Reword seamlessly integrates across all social, email and messaging platforms, without needing the provider’s permission.After successfully piloting in two schools, we launched our in-school program and made reword available online as a free Google Chrome extension. We supported the launch with an integrated media strategy across outdoor, print, TV, display, social media and extensive PR. Via the in-school program and social, children were invited to co-author the insult database.Reword has been installed on 150,000 computers and introduced to over 260 schools across Australia. Headspace is committed to implementing reword in all Australian schools – while parents now have something they can install at home, stopping their children from becoming bullies.
Technology has made online bullying nearly impossible to escape. Bullying has moved from schoolyards to social media, but kids don’t think about the effect their words can really have. Approximately 463,000 young people are bullied online in Australia each year, and victims of online abuse are up to nine times more likely to engage in self-harm and suicidal ideation. 78% of youth bullied online are 10-15 years old. 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 bullying happening in the first place, as leading social media platforms have failed to create effective measures to combat online bullying behaviour.We set out to find an innovative way to effect real change in the online environment – tackling online bullying behaviour before it happens.
By promoting adoption and co-creation of the tool, Reword is changing online bullying behaviour, creating a new generation of young people who respect each other – online and in real life.Reword has clear universal relevance, with global coverage on CNN, Good Morning America, Wired and Mashable, along with personal messages from around the world. Since launch, reword delivered a 67% reduction in bullying behaviour per user. Our call to action resonated, generating over 20,000 insult submissions from young people, creating millions of new combinations.In the first 6 weeks:•150,000 installs •Introduced to over 260 schools•84% of insults reworded•67% reduction in bullying behaviour per user•Over 20,000 insults added•150 million media impressions