Headspace: Reword

This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

Campaign details

Agency: Leo Burnett Melbourne

Summary: An anti-bullying solution for today

Bullying has moved with the times. And as technology has taken it from the schoolyard to social media, it's become nearly impossible to escape. Unfortunately, social media platforms haven't kept up with the need for effective measures to combat the issue.

Anti-bullying campaigns in Australia focus on raising awareness and mitigating consequences. With headspace, a youth mental health organisation, we asked: How can we address online bullying before it happens - to both protect potential victims and prevent children from becoming bullies?

The very qualities of a...

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