Simple - #ChooseKindness
“Simple and Little Mix launched a movement of kindness on Twitter, in order to stand against online bullying.”
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A worrying reality.
Nearly 1 in 3 teens experience bullying online.
But online bullying is more and more
spoken about.
The conversation around online harassment has grown by 173%
from 2016 to 2019 on Twitter.
How can we empower Simple’s audience to raise their voice against online bullying, by creating a wave of kindness on our platform?
Speak up on anti-cyber bullying day.
On this very symbolic day, Little Mix invited their audience to #ChooseKindness by Retweeting Simple’s Tweet, to make a stand but also to discover Little Mix’s personal stories,
in order to raise awareness of the issue.
2. Educate through a Direct Message experience.
Then, people who Retweeted Simple received an instant notification inviting them to carry on the conversation with Simple, in their Direct Messages, to have the time and space to educate themselves on the topic, and to get the help needed from the Ditch the Label charity, if needed.
Within this custom experience that we’ve built for the brand, people could…
See Little Mix share their story about online bullying.
Empower people to spread their own words of kindness.
Get support from the Ditch the Label charity if needed.
The impact.
Simple owned the conversation at launch, and grew the #ChooseKindness conversation on #StopCyberBullyingDay.