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Anti-Hate Keyboard
Agency INNOCEAN Indonesia / Jakarta + Level Up / Jakarta + Frame Logic Post / Jakarta + Suara Suku Audio Post / Jakarta
Category
Innovation & Transformation / Innovation in Experiential
Annual ID
OS23_EX090M
About the Work
There are 70 million online gamers in Indonesia, with over 60% actively playing in cybercafes that have become a hotbed for cyberbullying. Every avid gamer has experienced in-game harassment at least once in their life. This has gone on for far too long. These keyboard trolls needed to be stopped. And we had the ideal solution - using their weapon of choice, the keyboard.
Introducing The Anti-Hate Keyboard. The specially reprogrammed keyboards swap toxic phrases typed out by bullies for sweet and encouraging messages for their fellow online gamers.
How it works: Using first-party data, we identified and extracted toxic phrases commonly used by bullies. We then reprogrammed the processor of the Quantum Mechanical keyboards and synced the toxic phrases to the keyboard through QMK firmware.
On 3 Oct 2022, World Day of Bullying Prevention, the Anti-Hate Keyboards were given out to cybercafes across several cities. When bullies unleashed abusive attacks, their toxic phrases were swapped for sweet messages in the chatroom, e.g. “fck u!” is swapped to “love u!”, “go n die pls!” became “go n celebrate pls!” and many more.
To make the campaign more sustainable, we made the firmware an open source for everyone. Companies or the public can visit our website (www.antihatekeyboard.com) and download the firmware to fight cyberbullying for the betterment of society.
The campaign raised positive social noise on social platforms and media channels. Ten million in Media Impressions were earned. Five hundred thousand toxic phrases were swapped in just the first month.
2023 Awards
Total Points: 3
Merit
Credits
Agency
INNOCEAN Indonesia / Jakarta
Production Company
Level Up / Jakarta
Music / Sound Production Company
Suara Suku Audio Post / Jakarta
Post Production Company
Frame Logic Post / Jakarta
Copywriter
Chow Kok Keong
Chief Creative Officer
Chow Kok Keong
Creative Director
Alvin Ho
Fajar Nf
Wirga Mahesa
Producer
Yulia Sutan
Programmer
Phang Chan Howe
Creative Service Director
Siti Anisah
President Director
James Sang Seok Lee
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