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.
Category
Innovation & Transformation / Innovation in Social Media
Annual ID
OS23_SM043B
About the Work
Instagram only removes 18.8% of hate posts from their platform. Hateful content is proven to be the most engaging, which makes it extremely profitable for Instagram to keep it on their platform. Instagram claims their algorithms can't identify and remove hateful content automatically, but their algorithms can remove accounts that buy fake followers. Therefore, The Non-Violence Project Foundation created Follow Their Leader, a crowdfunding platform that buys fake followers for extremist accounts to shadow-ban and ultimately shut them down. The platform was created with the goal of proving that the removal of hate from Instagram is a question of money, not technology.
The campaign ran on the very platform it targeted and collected enough money to shadowban all of its targeted accounts by using a loophole in Instagram's algorithms.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
NORD DDB / Copenhagen
NORD DDB / Stockholm
Digital Agency
NORD X / Stockholm
Production Company
House Agency / STOCKHOLM
Music / Sound Production Company
Red Pipe / Stockholm
Art Director
Emma Søgaard
Copywriter
Christoffer Vejlø
Chief Creative Officer
Andreas Dahlqvist
Creative Director
Tim Fremmich Andresen
René Sohn Kammersgaard
Vitorino Paullo
Director
Alexander Biörsmark
Executive Creative Director
Mikkel Jønsson
Simon Higby
Producer
Julia Werme
Social Media Manager
Martina Ahlmark
Sound Designer
Oscar Modig
CEO
Anouk Tenten
Community Strategist
Amanda Brohman
Creative Producer
Tobias Bergenwall
Director PR
Sophie Ryan
DoP
Viktor Skoqvist
Founder
Rolf Skjöldebrand
Front-end Developer
Oscar Mattsson
Head of Craft
Albin Wikander
public relations
Aynur Isayeva
Senior PR Advisor
Joel Sköld
Social Media Strategist
Sara Dastory
Tech Lead
Tobias Melén
UX designer
Natalie Björk
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