Reword
Brand Headspace
Agency Leo Burnett Melbourne
Advertiser Headspace
Country Australia
Around 463,000 young people are bullied online in Australia each year, so headspace had to find a way to stop bullying before it happens.
Reword launched as a JavaScript tool that analyses words and context to detect insulting patterns and highlights them with a red strike-through.
In six weeks, Reword was installed by over 150,000 users and 84% of insults were reworded when prompted.