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Integrated

Headspace: Reword

Reword
Bullying has moved from schoolyards to social media. 7 out of 10 children now suffer from online abuse, but there is nothing to protect them. Reword is a real time alert for online bullying, acting as an educational tool to develop a child's moral compass when they become active on social media. Reword detects insults using regex matching, searching a database of bullying words to identify patterns. When a pattern is recognised from millions of potential combinations, the child is instantly alerted with a red strikethrough. Launched as a Google Chrome extension, the tool integrates with all social platforms and is designed so children can contribute new insults, helping it recognise evolving language.
Reword is designed not only to protect potential victims, but to protect children from being bullies themselves. The red line is an intuitive symbol which encourages children to reconsider what they write, activating their conscience and creating a new generation that respects each other online and in real life.Agency : Leo Burnett , Melbourne
Credits Other credits

Ilona Janashvili: Director of Integrated Strategy

Emily Gould: Strategy Planner

Chris Steele: Head of Social

Luke Torney: Technical Director

Michael Richardson: Senior Front-end Developer

Ken Chen: Senior Developer

Jodie Walker: Front-end Developer

Joshua Armstrong: Front-end Developer

Nick Hayden: Back-end Developer

Katy Dennis: Industry PR Manager

InsideOut: PR

Starcom: Media Agency

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