Working with ITV, we developed a behavior change campaign that aimed to reduce incidents of trolling while raising awareness of the potential impact that our words can have when interacting online.
The campaign targeted people who make hurtful comments online but pass them off as 'banter.' This group of 'casual critics' is responsible for a majority of trolling-type behavior and is often unaware of the impact that their words or comments can have.
A series of three advertisements showed unsuspecting social media users coming face-to-face with the real people at the receiving end of their hurtful comments. No longer able to hide behind the screen, the powerful advertisements invited the viewer to think twice about what they post through the end line, "If you wouldn't say it, don't send it."