Reword|短视频|广告营销案例【ADGuider广告指南】

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案例简介：结果在六周内，我们看到了对行为的明显影响。84% 发现的侮辱被改写。我们看到，每个用户的欺凌行为减少了令人难以置信的 67%。。我们的行动呼吁引起了共鸣，产生了 20,000 多名年轻人的侮辱，创造了数百万个新的组合。 reword 显示了明显的普遍相关性，获得了美国有线电视新闻网、 Mashable 和 Wired 的全球报道 -- 有助于 1.5亿媒体印象 -- 以及来自世界各地的个人信息。迄今为止，Reword 已被引入全国 300 多所学校，并安装在 1,045,146 台计算机上。在联邦和州教育部长的公共支持下，Headspace 致力于在全国每所学校实施修订。前六周: 84% 的侮辱改写了 67% 每个用户的欺凌行为行为减少了 0000 150 + 贡献的侮辱安装了 1.5亿媒体印象 sreword 正在改变在线欺凌行为, 创造一个相互尊重的新一代 -- 在线和现实生活中。执行 Reword 是实时提醒用户欺凌的红线。这种直观的、非侵入性的符号鼓励用户重新考虑他们的话。。在一个成功的试点项目之后，我们推出了我们的校内项目，并在网上作为免费的 Google Chrome 扩展提供了 Reword。为了在情感上吸引保护者，我们发起了一场呼吁支持的综合运动。它以真实孩子、父母和专家的可共享内容为特色，突出了问题，并提出了 Reword 作为解决方案。该运动要求保护者在家里和学校安装该工具。我们在学校和社交媒体上针对青少年，邀请他们直接与该工具互动，并添加新的欺凌术语。作为共同作者迫使他们采取反对网络欺凌的立场。我们引导人们访问我们的网站，设计了一个线性结构来介绍这个工具。我们的装置、互动和社会支持目标指导了不同设备的叙述和等级。活动描述我们创建了 Reword，一种针对在线欺凌的实时警报。。Reword 是一个简单的 JavaScript 工具，与社交和信息平台集成，,是一个教育工具，有助于发展年轻人的道德指南针，当他们第一次活跃在社交媒体上。受语法检查器简单的启发，Reword 使用定制的词典数据库来识别形成数百万潜在侮辱组合的单词串。作为一种子类型，regex 匹配交叉引用数据库以识别滥用模式，扫描侮辱性短语和欺凌情绪，而不仅仅是脏话。当发现一个模式时，孩子会被红色删除线警告，立即立即打断行为，并促使他们重新考虑他们的话。它是专门设计的，这样孩子们就可以通过添加他们自己的欺欺凌术语成为合著者，帮助改写识别不断发展的语言和俚语。改写不仅保护潜在的受害者，而且阻止儿童自己成为恶霸。战略两种见解推动了我们的战略: 1。目前的反欺凌努力集中在事后报告虐待行为。到那时，损害已经造成。外卖: 在欺凌行为发生之前停止停止。年轻人的道德指南针直到成年才会完全发展。他们冲动的行为会导致意想不到的伤害。外卖: 创建一个教育工具工具来帮助发展儿童的道德指南针。目标: 保护潜在的受害者，保护儿童免受欺凌。在原型开发开发过程中，我们与顶空、国家青少年心理健康基金会和青少年合作，改进可用性和信息传递。测试显示，79% 的孩子在被提示时愿意改写。我们的目标是 “保护者” -- 家长和教育工作者 -- 他们可以可以在家里和学校安装这个工具。我们分别针对年轻人，通过设计工具来鼓励他们的吸收和接受，,这样他们就可以共同创作，让他们拥有所有权，并授权他们采取反对网络欺凌的立场。概要技术使得网络欺凌几乎无法逃脱。欺凌已经从校园转移到社交媒体，但是孩子们没有考虑他们的话会会产生什么影响。在澳大利亚，每年大约有 463,000 年轻人在网上被欺负，网上虐待的受害者从事自残和自杀的可能性高达 9 倍。78% 在网上被欺负的年轻人只有 10-15 岁。为了阻止欺凌，重点一直是在欺凌发生后报告。但是，首先没有什么可以保护儿童免受这种情况的发生，因为领先的社交媒体平台没有引入有效的措施来防止网上欺凌行为。我们开始寻找一种创新的方法来真正改变在线环境 -- 在网上欺凌行为发生之前解决它。描述创造性的想法 (40% 的选票) -- 150 我们创造了改写的的词,

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案例简介：Outcome Within six weeks, we saw a distinct impact on behaviour. 84% of insults detected were reworded. And we saw an incredible 67% reduction in bullying behaviour per user. Our call to action resonated, generating over 20,000 insult submissions from young people, creating millions of new combinations.Reword showed clear universal relevance, garnering global coverage on CNN, Mashable and Wired – contributing to 150 million media impressions – and personal messages from around the world. To date, Reword has been introduced to over 300 schools nationwide and installed on 1,045,146 computers. With public support from federal and state education ministers, Headspace is committed to implementing Reword in every school nationwide.First six weeks:•84% of insults reworded•67% reduction in bullying behaviour per user•20,0000+ contributed insults•150,000+ installs •150 million media impressionsReword is changing online bullying behaviour, creating a new generation that respects each other – online and in real life. Execution Reword is a red line alerting users of bullying in real-time. This intuitive, non-intrusive symbol encourages users to reconsider their words.After a successful pilot program, we launched our in-school program and made Reword available online as a free Google Chrome extension. To engage Protectors emotionally, we ran an integrated campaign calling for support. Featuring shareable content of real kids, parents and experts, it highlighted the problem and presented Reword as a solution. The campaign asked Protectors to install the tool at home and in schools.We targeted youth in schools and on social media, inviting them to directly interact with the tool and add new bullying terms. Being co-authors compelled them to take a stand against cyberbullying.We directed people to our website, designed with a linear structure to introduce the tool. Our objectives for installations, interaction and social support guided the narrative and hierarchy, which varied across devices. CampaignDescription We created Reword, a real-time alert for online bullying. A simple JavaScript tool that integrates with social and messaging platforms, Reword is an educational tool that helps develop young people’s moral compass when they first become active on social media. Inspired by the simplicity of a grammar checker, Reword uses a custom lexicon database to identify strings of words that form millions of potential insult combinations. As a child types, regex matching cross-references the database to identify abusive patterns, scanning for insulting phrases and bullying sentiment, not just swearing. When a pattern is found, the child is alerted with a red strikethrough, instantly interrupting behaviour and prompting them to reconsider their words.It is specifically designed so children can become co-authors by adding their own bullying terms, helping Reword recognise evolving language and slang. Reword not only protects potential victims, but also stops children from becoming bullies themselves. Strategy Two insights drove our strategy:1.Current anti-bullying efforts focus on reporting abuse after the fact. By then, the damage is already done.Takeout: Stop bullying behaviour before it happens. 2. Young people’s moral compass doesn’t fully develop until adulthood. Their impulsive behaviour can lead to unintended harm.Takeout: Create an educational tool to help develop children’s moral compass. Goal: Protect potential victims and protect children from becoming bullies themselves.During prototype development, we collaborated with Headspace, National Youth Mental Health Foundation and youth to refine usability and messaging. Testing showed 79% of kids were willing to Reword when prompted. We targeted “protectors”– parents and educators – who could install the tool at home and in schools. We targeted young people separately, encouraging uptake and acceptance by designing the tool so they can co-author it, giving them ownership and empowering them to take a stand against cyberbullying. Synopsis Technology has made online bullying nearly impossible to escape. Bullying has moved from schoolyards to social media, but kids don’t think about the effect their words can really have. Approximately 463,000 young people are bullied online in Australia each year, and victims of online abuse are up to nine times more likely to engage in self-harm and suicidal thoughts. 78% of youth bullied online are only 10-15 years old. To try to stop bullying, the focus has always been on reporting it after it’s happened. But there’s been nothing to protect children from it happening in the first place, as leading social media platforms have failed to introduce effective measures to prevent online bullying behaviour.We set out to find an innovative way to effect real change in the online environment – tackling online bullying behaviour before it happens. Describe the creative idea (40% of vote) – 150 wordsWe created Reword,