Headspace National Youth Mental Health Foundation: Reword – Changing Online Bullying Behaviour

This case study shows how Headspace National Youth Mental Health Foundation introduced the campaign 'Reword' to prevent online bullying among young people in Australia.

Campaign details

Agency: Leo Burnett Melbourne Advertiser: headspace National Youth Mental Health Foundation Category: Insight & Strategic Thinking

Executive Summary

Bullying has moved from schoolyards to social media, but kids don't realise the effect their words can have. So we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive l