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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

 
 
 
 
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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.

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2. Respond to supportive tweets, with helpful tools on how to combat racism in real life.

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Respond2Racism continued to spark conversation by tweeting out tips and resources to be a first responder to racism.

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