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 - Health & Wellness

SOCIAL BULLETS

Agency Area 23, An IPG Health Company / New York

Client STAND FOR THE SILENT/KAZOO
BACK TO RESULTS

Annual ID

OS22_HW009S

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/day.

That 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.

Social Bullets raised awareness about the growing issue of cyberbullying by engaging parents who had no idea what their kids are going through on social media, especially during Covid when teen’s social lives went fully online.

We took advantage of the new virtual learning reality forced by the pandemic to teach a lifesaving lesson through Zoom sessions—on social media, words can kill.

We held special presentations in virtual learning sessions for local Parent Teacher Association (PTA) meetings to show the experiment to parents. These educational sessions via Zoom were hosted by Kirk Smalley, president of Stand for the Silent. He was joined by cyberbullying survivors who shared their own experiences to help equip parents to navigate this online world.