With the support of Area 23, a New York-based FCB Health Network Company, we launched a global multichannel campaign to raise awareness of how online comments and conversations, even when using humor, can have a real-life impact that may be unexpected.
The global "Think Twice Before You Type" campaign was launched to coincide with Safer Internet Day and encouraged people to be mindful of how their comments can be interpreted or misinterpreted without the added benefit of visual or audible indicators as to how that person is really feeling. The campaign saw powerful images and videos delivering important messages being shared across our official social media channels with our community of over 1.3 million internet users.
To help drive home the important campaign message, alongside Area 23, we worked with multiple-Cannes Lions Gold-winning photographer Ale Burset to depict the faces of dejected subjects overlayed with happy emoji makeup.