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.

2022 One Show - Creative Use of Data

SOCIAL BULLETS

Agency Area 23, An IPG Health Company / New York

Client STAND FOR THE SILENT/KAZOO
BACK TO RESULTS

Annual ID

OS22_CU024M

About the Work

Research revealed that for every 233 bullying posts online, one teenager attempts suicide. To show this staggering number to parents, we trained this AI on a database of over 2 million human-moderated social media posts and content. With machine learning, our algorithm was able to capture bullying posts from 4 major platforms used by American students, collecting more than 70,000 toxic comments per day. This is how Social Bullets was born—an experiment created to warn parents about the dangers of the Internet by replicating 24 hours in a typical American student’s life on social media. Stand for the Silent presented parents with this tragic reality in virtual educational sessions designed to build awareness on cyberbullying. These sessions also generated leads for the upcoming launch of Stand for the Silent’s main partner, the Kazoo App, a platform to keep people safe on the Internet. Kazoo is a personal safety app developed to help families build a safer social media environment. To bring awareness to the problem of cyberbullying and build a list of qualified leads for launch, Kazoo partnered with Stand for the Silent, a non-profit that has fought all forms of bullying since 2010. We held special presentations in virtual learning sessions at local Parent Teacher Association (PTA) meetings to show the experiment to parents. These educational sessions were hosted via Zoom by Kirk Smalley, president of Stand for the Silent. He was joined by cyberbullying survivors who shared their own experiences to help parents navigate this online world.