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  • SUB CATEGORY :
    BEST USE OF INTERACTIVE & SOCIAL MEDIA
  • COMPANY ENTERING :
    LEO BURNETT MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    REWORD
  • BRAND :
    REWORD
  • ADVERTISER :
    HEADSPACE
  • AGENCY :
    LEO BURNETT, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • CREATIVE DIRECTOR :
    TIM SHELLEY
  • COPYWRITER :
    EDWARD HECKES
  • ART DIRECTOR :
    DANIEL SPARKES
  • TECHNICAL DIRECTOR :
    LUKE TORNEY
  • DEVELOPER :
    MICHAEL RICHARDSON/KEN CHEN/JOSHUA ARMSTRONG
  • ACCOUNT DIRECTOR :
    LAURALEE CUZNER
  • ACCOUNT MANAGER :
    SUZI WILLIAMSON
  • HEAD OF SOCIAL :
    CHRIS STEELE
  • STRATEGIC PLANNING DIRECTOR :
    ILONA JANASHVILI
  • STRATEGIC PLANNING MANAGER :
    MONICA LEWIN
  • STRATEGIC PLANNER :
    EMILY GOULD
  • AGENCY PRODUCER :
    CINNAMON DARVALL/MARIA BOROWSKI
  • DIGITAL PRODUCER :
    EE-LYN LAW
  • FILM PRODUCTION COMPANY :
    STUDIO PANCHO, MELBOURNE
  • D.O.P/CINEMATOGRAPHER :
    AARON FARRUGIA
  • CAMPAIGN SUMMARY :
    CYBERBULLYING IS QUICKLY BECOMING ONE OF SOCIETY’S GRAVEST PROBLEMS, CREATING MILLIONS OF VICTIMS GLOBALLY. ANTI-BULLYING EFFORTS HAVE TRADITIONALLY FOCUSED ON INCIDENT REPORTING RATHER THAN PREVENTION. WE WANTED TO FIND AN INNOVATIVE WAY TO TACKLE ONLINE BULLYING BEHAVIOUR BEFORE IT HAPPENS. SO WE CREATED REWORD, A REAL-TIME ALERT FOR CYBERBULLYING. DESIGNED AS AN EDUCATIONAL TOOL TO HELP DEVELOP YOUNG PEOPLE’S MORAL COMPASS, REWORD IDENTIFIES HURTFUL LANGUAGE, PROMPTING USERS TO RECONSIDER THEIR WORDS.REWORD LAUNCHED AS A FREE GOOGLE CHROME EXTENSION SUPPORTED BY AN INTEGRATED CAMPAIGN. SOCIAL CONTENT GALVANIZED A LIKE-MINDED COMMUNITY OF PARENTS AND EDUCATORS. PR INSTIGATED SUPPORT OF GOVERNMENT AND INFLUENCERS. ABOVE-THE-LINE PLACEMENTS CALLED FOR TOOL INSTALLATIONS. THROUGH AN IN-SCHOOL PROGRAM AND SOCIAL, CHILDREN WERE INVITED TO CO-AUTHOR THE DATABASE BY ADDING NEW BULLYING PHRASES, GIVING THEM OWNERSHIP AND EMPOWERING THEM TO STAND AGAINST CYBERBULLYING.REWORD IS CREATING A NEW GENERATION THAT RESPECTS EACH OTHER, ONLINE AND IN REAL LIFE.
  • THE BRIEF :
    CYBERBULLYING CREATES MILLIONS OF VICTIMS GLOBALLY. ~463,000 YOUNG PEOPLE ARE BULLIED ONLINE IN AUSTRALIA EACH YEAR, AND 78% ARE 10-15 YEARS OLD. VICTIMS OF ONLINE ABUSE ARE UP TO NINE TIMES MORE LIKELY TO ENGAGE IN SELF-HARM AND SUICIDAL THOUGHTS.. 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 IT HAPPENING IN THE FIRST PLACE, AND LEADING SOCIAL MEDIA PLATFORMS HAVE FAILED TO INTRODUCE EFFECTIVE MEASURES. WE SET OUT TO FIND AN INNOVATIVE WAY TO EFFECT REAL BEHAVIOUR CHANGE IN THE ONLINE ENVIRONMENT.
  • THE STRATEGY :
    TWO INSIGHTS DROVE OUR STRATEGY: 1. YOUNG PEOPLE’S MORAL COMPASS DOESN’T FULLY DEVELOP UNTIL ADULTHOOD. THEIR IMPULSIVE BEHAVIOUR CAN LEAD TO UNINTENDED HARM. OPPORTUNITY: CREATE AN EDUCATIONAL TOOL TO HELP DEVELOP CHILDREN’S MORAL COMPASS.
    2. CURRENT ANTI-BULLYING EFFORTS FOCUS ON REPORTING ABUSE AFTER THE FACT. BY THEN, THE DAMAGE IS ALREADY DONE. OPPORTUNITY: STOP BULLYING BEHAVIOUR BEFORE IT HAPPENS. WE TARGETED PARENTS AND EDUCATORS, WHO WORRY ABOUT CHILDREN’S SAFETY ONLINE. KNOWING OUR SUCCESS DEPENDED ON THEIR ACCEPTANCE, WE TARGETED YOUTH SEPARATELY, DESIGNING OUR SOLUTION TO ALLOW FOR CO-CREATION, GIVING THEM OWNERSHIP AND EMPOWERING THEM TO STAND AGAINST CYBERBULLYING.
  • THE EXECUTION :
    WE CREATED REWORD, A TOOL ACTIVATING CHANGE WITHIN THE CULTURE OF ONLINE BULLYING BY STOPPING THE BEHAVIOUR BEFORE IT HAPPENS. ACTING AS A REAL-TIME ALERT, REWORD IDENTIFIES HURTFUL LANGUAGE, PROMPTING YOUNG PEOPLE TO RECONSIDER THEIR MESSAGE OR POST. REWORD NOT ONLY PROTECTS POTENTIAL VICTIMS, BUT ALSO STOPS CHILDREN FROM BECOMING BULLIES THEMSELVES. AN EMOTIONALLY-DRIVEN INTEGRATED CAMPAIGN LAUNCHED REWORD TO PARENTS AND EDUCATORS, CALLING FOR INSTALLS. THROUGH SOCIAL AND AN IN-SCHOOL PROGRAM, WE INVITED YOUNG PEOPLE TO ADD NEW BULLYING PHRASES. THIS CO-AUTHORSHIP GAVE THEM OWNERSHIP OVER REWORD, COMPELLING ACCEPTANCE AND UPTAKE AND ENCOURAGING THEM TO PROMOTE IT TO FRIENDS.
  • THE RESULT :
    THE FIRST SIX WEEKS SHOWED DISTINCT IMPACT: 84% OF INSULTS DETECTED WERE REWORDED. BULLYING BEHAVIOUR PER USER DROPPED AN INCREDIBLE 67%. IN THE SAME PERIOD, REWORD WAS INTRODUCED TO OVER 260 SCHOOLS NATIONWIDE AND INSTALLED ON MORE THAN 150,000 COMPUTERS. OUR CALL TO ACTION RESONATED, GENERATING 20,000+ INSULT SUBMISSIONS FROM YOUNG PEOPLE, CREATING MILLIONS OF NEW COMBINATIONS. FIRST SIX WEEKS: • 150,000+ INSTALLS • 20,0000+ CONTRIBUTED INSULTS • 84% OF INSULTS REWORDED • 67% REDUCTION IN BULLYING BEHAVIOUR BY PROMOTING CO-CREATION, REWORD IS CHANGING ONLINE BULLYING BEHAVIOUR, CREATING A NEW GENERATION THAT RESPECTS EACH OTHER ONLINE AND IN REAL-LIFE.
  • URL :
    http://ourawardsubmission.com/reword/
  • URL :
    http://reword.it/
  • AWARD :
    BRANDED CONTENT
  • SUB CATEGORY :
    BEST USE OF PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    EMERGENCY COLLECTIBLES
  • BRAND :
    DISASTER PREVENTION
  • ADVERTISER :
    KOBE SHIMBUN
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    KEN AKIMOTO
  • COPYWRITER :
    UEDA HIROKAZU/KANA KOYAMA
  • ART DIRECTOR :
    YUSUKE IMAI
  • ACCOUNT EXECUTIVE :
    RYO KOMOTO/EIMI SHIMIZU
  • COMMUNICATION PLANNER :
    JUNTA YOSHIKAWA
  • PLANNER :
    RYO MAKISHIMA/KYOUHEI MYOUGA
  • AGENCY PRODUCER :
    YUMENO SUZUKI (DENTSU CREATIVE FORCE INC.)
  • FILM PRODUCTION COMPANY :
    ENGINE FILM INC., TOKYO
  • DIRECTOR :
    TAKASHI TOMOHISA
  • CINEMATOGRAPHER :
    RYOHEI OKA
  • FILM PRODUCER :
    TAIKI SHIBAHARA
  • COLOR GRADING :
    NEMOTO HISASHI
  • MUSIC COMPOSER :
    KOZUE KATSURAGI
  • MUSIC PRODUCER :
    KEN SATO
  • PRINT PRODUCTION COMPANY :
    J.C SPARK, TOKYO
  • PHOTOGRAPHER :
    KOTARO TSUJIMOTO
  • RETOUCHER :
    DAISUKE ISOZAKI/DAISUKE ISOZAKI
  • DESIGNER :
    TOSHINORI OBUCHI/SARI OGINO/OYAKA ITO
  • ART :
    GO SUEHIRO/NANAMI MIZUGUCHI
  • PRINTING DIRECTOR :
    KENJI TAMURA
  • CAMPAIGN SUMMARY :
    THIS PROJECT WAS INITIATED BY THE KOBE SHIMBUN, A NEWSPAPER WHOSE REPORTERS WERE ON THE SCENE DURING AND AFTER THE DESTRUCTIVE 1995 KOBE EARTHQUAKE AND HAVE CONTINUED REPORTING ON THE TRAGIC TOLL OF EARTHQUAKES THROUGHOUT JAPAN. AFTER A DISASTER STRIKES, EVACUATION CENTERS CAN BE STRESSFUL, MISERABLE EXPERIENCES. THERE IS OFTEN MINIMAL FOOD AND WATER, AND AN ABSENCE OF ESSENTIALS NEEDED FOR DAILY LIFE. THIS CAN LEAD TO A LACK OF SLEEP OR REST, CAUSING STRESS AND EVEN DEATH AMONG THE MOST VULNERABLE EVACUEES. OUR GOAL WAS TO IMPROVE THE EVACUATION CENTER EXPERIENCE BY ENTICING PEOPLE INTO PREPARING EVACUATION KITS. TO ACCOMPLISH THIS, WE NEEDED TO CHANGE PERCEPTIONS THAT EVACUATION KITS ARE TEDIOUS AND
    TIME-CONSUMING TO PREPARE. WE DECIDED TO PRINT A NEWSPAPER SPREAD FEATURING LIFE-SIZE OUTLINES OF EMERGENCY ESSENTIALS AND EXPLANATIONS OF EACH ITEM’S PURPOSE. FAMILIES WERE ASKED TO COMPLETE THE SPREAD BY FINDING AND PLACING THE ACTUAL ESSENTIAL IN EACH OUTLINE. WE BELIEVED THE TREASURE HUNT ASPECT OF THE FEATURE, ALONG WITH THE EXPLANATIONS, WOULD HELP FAMILIES BETTER ENVISION LIFE IN AN EVACUATION CENTER. WE ALSO ADDED A SPACE FOR FAMILIES TO PLACE ONE EXTRA ESSENTIAL, WHICH WE HOPED WOULD GENERATE MORE CONVERSATION ABOUT DISASTER PREPARATION. THE SPREAD WAS PUBLISHED IN THE MORNING EDITION OF THE KOBE SHIMBUN AND PROMOTED ON THE NEWSPAPER’S FACEBOOK PAGE AND YOUTUBE CHANNEL. AS A RESULT, ABOUT 23,000 HOUSEHOLDS PARTICIPATED IN THE PROJECT. AFTER THE PROJECT RECEIVED PRAISE FROM THE GOVERNOR OF HYOGO PREFECTURE AND AN ELEMENTARY SCHOOL PRINCIPAL, SCHOOLS AND NPOS BEGAN TO USE THE SPREAD TO TEACH DISASTER PREPARATION.
  • THE BRIEF :
    THIS PROJECT WAS INITIATED BY THE KOBE SHIMBUN, A NEWSPAPER WHOSE REPORTERS WERE ON THE SCENE DURING AND AFTER THE DESTRUCTIVE 1995 KOBE EARTHQUAKE AND HAVE CONTINUED REPORTING ON THE TRAGIC TOLL OF EARTHQUAKES THROUGHOUT JAPAN. DEALING EFFECTIVELY WITH THE AFTERMATH OF A DISASTER REQUIRES ADVANCE PREPARATION. IN JAPAN, THE GOVERNMENT AND VARIOUS ORGANIZATIONS HAVE ISSUED LISTS OF ESSENTIALS THAT EACH HOUSEHOLD SHOULD TAKE TO AN EVACUATION CENTER IN CASE OF DISASTER TO MAKE LIFE THERE EASIER. YET VERY FEW HOUSEHOLDS HAVE PREPARED KITS CONTAINING THESE ITEMS.AFTER A DISASTER STRIKES, EVACUATION CENTERS CAN BE STRESSFUL, MISERABLE EXPERIENCES. THERE IS OFTEN MINIMAL FOOD AND WATER, AND AN ABSENCE OF ESSENTIALS NEEDED FOR DAILY LIFE. THIS CAN LEAD TO A LACK OF SLEEP OR REST, CAUSING STRESS AND EVEN DEATH AMONG THE MOST VULNERABLE EVACUEES.OUR GOAL WAS TO IMPROVE THE EVACUATION CENTER EXPERIENCE BY ENTICING PEOPLE INTO PREPARING EVACUATION KITS.
  • THE STRATEGY :
    WE NEEDED A MEDIUM THAT PROMISED A WIDE REACH, WAS TRUSTED BY THE GENERAL PUBLIC, AND WAS LIKELY TO BE PROPERLY ARCHIVED. THIS IS HOW WE ARRIVED AT A NEWSPAPER. WE INTRODUCED THE FEATURE BY SAYING THAT THE ITEMS HAD BEEN CHOSEN BY A COUPLE AND THEIR ELEMENTARY SCHOOL-AGED CHILD—A TACTIC USED TO IMPLANT THE IDEA OF DISASTER PREPARATION BEING A FAMILY ACTIVITY IN ADULTS WHO MAY HAVE BEEN PREVIOUSLY DISINCLINED TO PREPARE AN EVACUATION KIT. BY PRESENTING DISASTER PREPARATION AS A TYPE OF TREASURE HUNT, WE HOPED FAMILIES WOULD BE MORE INCLINED TO COMPLETE A KIT, IN THE PROCESS CREATING AN OPPORTUNITY FOR PARENTS TO HAND DOWN THEIR KNOWLEDGE OF DISASTER PREPARATION TO THEIR CHILDREN.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO CHANGE PERCEPTIONS THAT EVACUATION KITS ARE TEDIOUS AND TIME-CONSUMING TO PREPARE, WE DEVISED A METHOD OF DISASTER PREPARATION THAT WE FELT PEOPLE COULD ENJOY AS A FAMILY. FIRST, WE LIMITED THE NUMBER OF EMERGENCY ESSENTIALS TO WHAT COULD FIT ON A TWO-PAGE NEWSPAPER SPREAD. THEN, WE PRINTED THE OUTLINES OF EACH ITEM ON AN ACTUAL SPREAD. THE GOAL WAS TO SUGGEST THAT PREPARING AN EMERGENCY KIT WAS LIKE COMPLETING A TREASURE HUNT. WE DESIGNED THE TWO-PAGE SPREAD SO IT WOULD APPEAL TO MEN, WOMEN, AND CHILDREN. EACH ITEM WAS REPRESENTED ONLY BY AN OUTLINE SO AS TO APPEAL TO THE HUMAN URGE TO FILL COMPARTMENTALIZED SPACES. EXPLANATIONS FOR EACH ITEM’S INCLUSION WERE ALSO PRINTED ON THE SPREAD TO HELP FAMILIES VISUALIZE THEMSELVES ACTUALLY USING THE ITEMS IN AN EVACUATION CENTER. WE ALSO ALLOTTED A “FREE SPACE” WHERE FAMILIES COULD PLACE ONE ITEM OF THEIR OWN CHOOSING—AN ELEMENT DESIGNED TO GIVE FAMILIES YET ANOTHER OPPORTUNITY TO TALK ABOUT DISASTER PREPARATION. THE SPREAD WAS PUBLISHED IN THE MORNING EDITION OF THE KOBE SHIMBUN NEWSPAPER AND LATER PROMOTED ON THE NEWSPAPER’S FACEBOOK AND YOUTUBE PAGES. THE SPREAD WAS ALSO MADE AVAILABLE FOR DOWNLOAD FROM THE KOBE SHIMBUN WEBSITE, EVEN TO NONSUBSCRIBERS.
  • THE RESULT :
    NEWSPAPERS CONTAINING THE TWO-PAGE SPREAD WERE DELIVERED TO 510,000 HOUSEHOLDS, OF WHICH 23,000 PARTICIPATED IN THE PROJECT. EVENTUALLY, EVEN NONSUBSCRIBERS LEARNED ABOUT THE SPREAD THANKS TO WIDESPREAD PROPAGATION BY FACEBOOK AND TWITTER USERS. AMONG ALL PEOPLE WHO VIEWED THE SPREAD, 81.2% SAID THEY WERE NOW BETTER INFORMED ABOUT DISASTER PREPARATION. AFTER THE PROJECT RECEIVED PRAISE FROM THE GOVERNOR OF HYOGO PREFECTURE AND AN ELEMENTARY SCHOOL PRINCIPAL, SCHOOLS AND NPOS BEGAN TO USE THE SPREAD TO TEACH DISASTER PREPARATION. IN THE LONG RUN, WE HOPE TO FURTHER DEVELOP THE CONTENT OF THIS SPREAD INTO AN EDUCATIONAL FRAMEWORK FOR RAISING AWARENESS ABOUT DISASTER PREPARATION AMONG THE JAPANESE.