ADC Awards
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Category
Design for Good / Interactive
Annual ID
ADC_DFG21_023B
About the Work
In early 2020 another pandemic spread like wildfire: racism and xenophobia against Asian Americans. Suppositions about the origin of COVID-19 had fueled a 900 percent increase in racist speech on Twitter since the outbreak. This unfettered growth of online hatred also led to real-world attacks, including verbal abuse, racist messages, physical violence and boycotts of Asian-owned businesses in the US. However, the country stood silent.
With a number of employees personally affected and a lack of response from our industry, volunteers at GS&P launched “Respond2Racism,” a campaign to directly combat this hate.
We created the First Responder Twitter Bot, a first-of-its-kind AI solution that auto-responded to racist tweets with educational videos of Asian frontline workers delivering messages about the harmful effects of racist rhetoric.
The bot also empowered people to be first responders to racism by providing tips on how to address harassment online and in real life. Additionally, it shares educational content and highlights anti-Asian incidents to increase awareness.
With zero media dollars, the campaign averaged 50,000 monthly Twitter impressions and saw 3x higher engagement rate than Twitter’s benchmark. We surveyed visitors to our site and 87.5 percent said they better understood how their words could fuel bias against Asians.
Our work was recognized by Fast Company, WARC, ABC News and Al Jazeera, along with nonprofits (i.e. de Young Museum, Act to Change), for “leading a powerful revolution” in serving communities of color. It became part of Ad Council’s “Love Has No Labels” and the AA Advertising Town Hall.
Partnering with the advocacy group A3PCON, CAA, and SF State University, we also drove people to StopAAPIHate.org. Since our launch, they received over 2,800 reports. This data was crucial to Biden administrations’ recent executive action, which announced a plan to address this hate.
With a number of employees personally affected and a lack of response from our industry, volunteers at GS&P launched “Respond2Racism,” a campaign to directly combat this hate.
We created the First Responder Twitter Bot, a first-of-its-kind AI solution that auto-responded to racist tweets with educational videos of Asian frontline workers delivering messages about the harmful effects of racist rhetoric.
The bot also empowered people to be first responders to racism by providing tips on how to address harassment online and in real life. Additionally, it shares educational content and highlights anti-Asian incidents to increase awareness.
With zero media dollars, the campaign averaged 50,000 monthly Twitter impressions and saw 3x higher engagement rate than Twitter’s benchmark. We surveyed visitors to our site and 87.5 percent said they better understood how their words could fuel bias against Asians.
Our work was recognized by Fast Company, WARC, ABC News and Al Jazeera, along with nonprofits (i.e. de Young Museum, Act to Change), for “leading a powerful revolution” in serving communities of color. It became part of Ad Council’s “Love Has No Labels” and the AA Advertising Town Hall.
Partnering with the advocacy group A3PCON, CAA, and SF State University, we also drove people to StopAAPIHate.org. Since our launch, they received over 2,800 reports. This data was crucial to Biden administrations’ recent executive action, which announced a plan to address this hate.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Art Director
Billy Liao
Associate Creative Director
Maria Lee
Chief Creative Officer
Margaret Johnson
Creative Technologist
Shan Jin
Designer
Benny Gold
Executive Producer
Tena Goy
Writer
Alex Petosa
Brand Strategist
Darien Ahn
Brand Strategy Director
Stephanie Bousquet
Group Communications Strategy Director
Dong Kim
Account Manager
Crystal Chan
Business Affairs Manager
Brittany Longden
Co-Chairman
Jeff Goodby
Rich Silverstein
Creative Apprentice
Irene Peng
Director of Business Affairs
Judy Ybarra
Director of Creative Technology
Troy Lumpkin
Managing Partner
Leslie Barrett
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communications Strategy
Christine Chen
Research & Analytics Intern
Grace Goodby
Senior Research & Analytics Strategist
Jack Sloman
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