Reword

Headspace

A real time alert for online bullying behaviour.

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Reword case study

Background

Technology has made online bullying impossible to escape. Bullying has moved from schoolyards to social media, but kids don’t think about the effect their words can really have. Approximately 463,000 young people are bullied online in Australia each year, and victims of online abuse are up to nine times more likely to engage in self-harm and suicidal ideation. 78% of youth bullied online are 10-15 years old.

To try to stop bullying, the focus has always been on reporting it after it’s happened. But, there’s been nothing to protect children from it happening in the first place, as leading social media platforms have failed to create effective measures to combat online bullying behaviour.

Idea

We created Reword. A real time spell checker for online bullying, acting as an educational tool to develop a child’s moral compass when they become active on social media.

Reword detects insults using regex matching. When a match is found the child is alerted with a red strikethrough, instantly interrupting their behaviour and making them reconsider what they write. Reword integrates with all social platforms and is designed so children can contribute new insults, helping the tool recognize evolving language.

The tool

As a child types, Reword identifies
abusive patterns, activating an alert.
Reword uses a custom database, which children can
contribute to, growing the tool as language evolves.
Reword identifies bullying sentiment and context,
not just swearing.

Branded content

Play online film
Play online content
Online film
Social content
Social content
Social content

Website

“Preventing hateful
messages before they’re
even posted.”
“Reword has the
unique potential to
change online behaviour.”
“Reword is the first technology
of its kind in Australia aiming to
change bullying behavour.”
“Reword has the real
potential to achieve
behavioural change online.”

150 MILLION

Combined media impressions in the first 6 weeks

1,045,146

Installs of the Google Chrome Extension
in the first 12 months

84%

Of insults reworded when prompted

67%

Reduction in bullying behaviour per user