Brand: GOOGLE & HCMT for D&AD
Role: AD, CW, Videographer, & Editor
CW Partner: Jeena Bae
Google is setting out to delete the shame of cyberbullying by giving parents the tools to start the conversation with their child.
Posters
By strategically placing billboards on the corners of buildings, negative messaging will be physically cut off or [deleted]. On the other side of the building the word will be replaced with a delete button and a statistic, encouraging parents to talk to their child about cyberbullying. A QR code will then lead the parent to google.com/deleteshame.
Website
Powered by stopbully.gov, an AI bot will give tailored responses and questions for the parent to ask the child - giving the parents the necessary tools and resources to provide meaningful support.
Press Delete Installation
Though an immersive installation, the public will be welcomed into a room simulating the overwhelming negative emotions associated with cyber bullying. One by one, text bubbles will project on the walls - bombarding the viewer. In the middle of the room, a delete button will illuminate - inviting the viewer to press it. By pressing the delete button, the text bubbles will be drowned out by light, revealing on the walls a message with the impact of how a simple act can make all the difference in a child’s life.
