The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Experiential & Immersive

@GoodnessBot

Agency BBDO / New York

Client Monica Lewinsky
BACK TO RESULTS

Annual ID

OS_EX20_070M

About the Work

We live in a world of cyberbullies. 41% of American adults have personally experienced harassing or abusive behavior online. In an attempt to give people the tools to fight this barrage of online abuse, anti-bullying activist Monica Lewinsky created the @GoodnessBot, a bot designed to replace negativity with positivity in that most toxic of online environments: Twitter. The @GoodnessBot gives users a simple, safe and effective way to stand up to their Twitter bullies–or intervene on someone’s behalf. When people see a mean tweet, they just have to reply to it with “@GoodnessBot”, and the bot immediately goes to work. It seeks out negative nouns, verbs and adjectives, and replaces them with positive ones, inverting the meaning of the original tweet. With no media budget, the bot notched 241+ million impressions. It attracted followers in 54 countries and received an overwhelmingly positive response - particularly from victims of cyberbullying. “I needed to hear this. I’ve been bullied for far too long,” tweeted one user. Even more remarkably, people who interacted with the @GoodnessBot actually changed their online behavior; in the week after launch they increased their use of positive language by 18%.