Small Budget Marketing Campaign

Gold
CAMPAIGN
Reword
AGENCY
Leo Burnett Melbourne
CLIENT
Headspace
BRAND
Reword
DETAILS
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 adopted and installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behaviour per user. Reword is creating new generation that respects each other – online and in real life.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters