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Think Twice Before You Type

Launched in 2021

A multi-channel awareness campaign in partnership with Area 23 focused on the real-life impact of words online.

1M+

Impressions

Total Impressions

81K

Video Views

Total Video Views

13.8K

Engagements

Total Engagement

2021

Year Launched

Initiative Launch Date

5

Key Outcomes

Goals and KPIs Met

Overview

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.

Impact

  • Reached 1M+ people with campaign message
  • Exceeded 80K+ campaign video views
  • Raised awareness of the impact that online interactions can have
  • Achieved mainstream media coverage of the campaign
  • Achieved at least one award nomination or win

Awards & Nominations