The One Show
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Category
Brand Installations
Annual ID
OS22_EX040M
About the Work
Social Bullets is an experiment created to show parents the dangers of the Internet by replicating 24 hours in a typical American students' life on social media.
We transformed a shooting range into a metaphor for social media. At one end, the dark anonymous hole of the Internet. At the other end, posters representing real-life targets of hate—teenagers who have suffered one of the 4 most common forms of cyberbullying: culture shaming, body shaming, sex shaming, and grade shaming.
Our algorithm controlled the shooting range. For every 233 bullying posts it detected, the range fired a bullet into a specific poster, representing one attempted suicide, statistically speaking.
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 experience to help parents navigate this online world.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, An IPG Health Company / New York
Client / Brand
Kazoo / Washington DC
Stand for the Silent / Perkins
Production Company
The Youth / Curitiba
Daisy Cutter / Coppell USA
Music / Sound Production Company
Jamute / São Paulo
Post Production Company
Studio RX, An IPG Health Network Company / New York
Art Director
Leonardo Arcoverde
Arthur Daraujo
Andrea Sabbatini
Copywriter
Victor Afonso
Chief Creative Officer
Fred Levron
Tim Hawkey
Creative Director
Bruno Brasileiro
Felipe Munhoz
Andy Gerchak
Logan Allanson
Editor
Efraim Klein
Executive Creative Director
Elliot Langerman
Marcus Kawamura
Executive Producer
Paul Blake
Jennifer Ma
Scott Roberts
Group Creative Director
Eduardo Tavares
User Experience Designer
Peter Mylonas
User Interface Designer
Bill Hanff
Illustration Studio
Black Madre / São Paulo
Lamano Studio / Santiago
Technologist
Aaron Stack
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