Bruno Brasileiro VP, Group Copy Supervisor

ABOUT

Research revealed that for every 233 bullying posts online, one teenager attempts suicide. To show this staggering number to parents, we trained this AI on a database of over 2 million human-moderated social media posts and content. With machine learning, our algorithm was able to capture bullying posts from 4 major platforms used by American students, collecting more than 70,000 toxic comments/day. That is how Social Bullets was born—an experiment created to warn parents about the dangers of the Internet by replicating 24 hours in a typical American student’s life on social media. Social Bullets raised awareness about the growing issue of cyberbullying by engaging parents who had no idea what their kids are going through on social media, especially during Covid when teen’s social lives went fully online. We took advantage of the new virtual learning reality forced by the pandemic to teach a lifesaving lesson through Zoom sessions—on social media, words can kill. We held special presentations in virtual learning sessions for local Parent Teacher Association (PTA) meetings to show the experiment to parents. These educational sessions via Zoom were hosted by Kirk Smalley, president of Stand for the Silent. He was joined by cyberbullying survivors who shared their own experiences to help equip parents to navigate this online world.

AWARDS

OneShow

MADEIT CREDITS

  • STAND FOR THE SILENT/KAZOOClient
  • Aaron StackTechnologist
  • Andrea SabbatiniArt Director
  • Andy GerchakCreative Director
  • AREA 23, AN IPG HEALTH COMPANYAgency
  • Arthur DaraujoArt Director
  • Bill HanffUser Interface Designer
  • Black MadreIllustration Studio
  • Christine AniskoProducer
  • Daisy CutterProduction Company
  • Eduardo TavaresGroup Creative Director
  • Efraim KleinEditor
  • JamuteMusic / Sound Production Company
  • Jennifer MaExecutive Producer
  • Jessica HaselkornProducer
  • Lamano StudioIllustration Studio
  • Marcus KawamuraExecutive Creative Director
  • Miona MuiProducer
  • Paul BlakeExecutive Producer
  • Peter MylonasUser Experience Designer
  • Scott RobertsExecutive Producer
  • Studio RX, An IPG Health Network CompanyPost Production Company
  • The YouthProduction Company
  • Tim HawkeyChief Creative Officer
  • * Victor AfonsoCopywriter
  • * Bruno BrasileiroCreative Director
  • * Felipe MunhozCreative Director
  • * LeonardoArt Director
  • * Elliot LangermanExecutive Creative Director
  • * The One Show
Project featured: on 30th November 2022

SOCIAL BULLETS

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