Technology has moved bullying from schoolyards to social media. Each year 463,000 young people are bullied online in Australia, and 78% are 10-15 years old.
Anti-bullying efforts have traditionally focused on reaction rather than prevention. There’s nothing to prevent it in the first place.
With Headspace, we set out to find an innovative way to effect real behaviour change in the online environment.
Beyond young people, we also targeted parents & educators to support Reword in their community.
Solution & Cultural Context:
Reword is a real time alert for online bullying, acting as an educational tool to develop a child’s moral compass on social media.
Reword uses a custom lexicon database and detects insults using regex matching. When a match is found the child is alerted with a red strikethrough, instantly interrupting their behaviour and making them reconsider. Reword integrates with all social platforms and is designed so children can contribute new insults, helping the tool recognize evolving language.
Visit our URL to see the campaign case study and explore an overview of campaign assets and PR commentary. Visit www.reword.it to see the website experience and try the tool.
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