The One Show

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2022 One Show - Interactive & Mobile Craft


Agency Area 23, An IPG Health Company / New York



Creative Use of Data

Annual ID


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. Stand for the Silent presented parents with this tragic reality in virtual educational sessions 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 for 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 equip parents to navigate this online world.

2022 Awards

Total Points: 3




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


Victor Afonso

Chief Creative Officer

Fred Levron
Tim Hawkey


Efraim Klein

Executive Creative Director

Elliot Langerman
Marcus Kawamura

Group Creative Director

Eduardo Tavares

User Experience Designer

Peter Mylonas

User Interface Designer

Bill Hanff

Illustration Studio

Black Madre / São Paulo
Lamano Studio / Santiago


Aaron Stack

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