RESPOND2RACISM
Twitter Bot
Racism demands our response.
_Creative Direction, Strategy
FAST COMPANY World Changing Ideas Award
CANNES LIONS x1
WEBBY AWARDS Winner x2
ONE SHOW x3
ADC Gold x1, Bronze x1, Merit x1, Shortlist x2
D&AD Shortlist
NATIONAL ADDY AWARDS Gold x3
AICP AWARDS Digital Experience
ANA MULTICULTURAL EXCELLENCE AWARDS Winner x3, Best in Show
R2R Case Study
After seeing our own families targeted during COVID-19, we created the First Responder: a Twitter bot that directly combats racism online and educates the public on how to help victims in the real world. The bot tackled anti-Asian sentiment, as hate speech against Asians has surged 900% on Twitter since the start of the pandemic— leading to acts of harassment and violence in real life.
Conceived and produced in just 2 weeks, while quarantined at home, the bot captured the attention of main stream media and prompted Twitter to change their policy.
Press: Fast Company, FastCo - World Changing Ideas, Bloomberg, Creativity Editor’s Pick, WARC, ABC News, ASAM News, Newsweek, Muse by Clio
Using AI, our bot served in two ways:
1. Respond to racist tweets, with a message from a frontline worker explaining the impact of their words.
2. Respond to supportive tweets, with helpful tools on how to combat racism in real life.
Respond2Racism continued to spark conversation by tweeting out tips and resources to be a first responder to racism.
