Campaign details

Brand: Vodafone
Advertiser: Vodafone
Agency: Hurriyet/Mindshare
Country: Turkey

Campaign Summary

Psychological violence is mainly spread by daily language and there are many inured sexist expressions dwelled in Turkey. The language that the media uses everyday is also normalizing the psychological abuse in Turkey intentionally & unintentionally. With Red Line project, we aimed to create awareness towards the sexist discourse that's normalized in everyday's language and eliminate them.

We've partnered with Hurriyet, a mass media channel reaching millions each everyday. To be able to analyze & highlight thousands of news in real time, we've created the one and only AI that specializes in Turkish language and implemented the code into Hürriyet's interface.