5: SOCIAL (Global Issue Campaign)

@GoodnessBot - Monica Lewinsky - Monica Lewinsky JPG
@GoodnessBot - Monica Lewinsky - Monica Lewinsky MP4 2m:00s

@GoodnessBot - Monica Lewinsky
Monica Lewinsky

@GoodnessBot - Monica Lewinsky - Monica Lewinsky


Title of Entry: @GoodnessBot
Brand: Monica Lewinsky
Product/Service: Monica Lewinsky
Client: Monica Lewinsky
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Judging URL: http://goodnessbot-entry.com/
Title 1: Case Site
Title 2: Twitter bot
Title 2 URL (Optional): https://twitter.com/GoodnessBot
Date of Release: 2019-10-30
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Notes: We live in a world of cyberbullies. 41% of U.S. adults have personally experienced harassing or abusive behavior online; another 28% admit to being abusive online themselves.

In an attempt to give people the tools to fight this barrage of online abuse, anti-bullying activist Monica Lewinsky created the @GoodnessBot, a bot designed to replace negativity with positivity in that most toxic of online environments: Twitter.

The @GoodnessBot gives users a simple, safe and effective way to stand up to their Twitter bullies–or intervene on someone’s behalf.

When people see a mean tweet, they just have to reply to it with “@GoodnessBot”, and the bot immediately goes to work. It seeks out negative nouns, verbs and adjectives, and replaces them with positive ones, inverting the meaning of the original tweet.

The bot was launched on NBC’s “Today Show” and attracted 18 thousand followers in 54 countries in the first day alone. It notched 125 million Twitter impressions and
received an overwhelmingly positive response - particularly from victims of cyberbullying. “I needed to hear this. I’ve been bullied for far too long,” tweeted one user. “Delighted to find out about the GoodnessBot today, ready to unleash on any trolls,” wrote another.

Account Executive: Lindsey Cash/ Carrie White (Account Team)
Account Manager: Marketing Science Project Lead: Crystal Lin
Creative Director: Bianca Guimaraes/ Roberto Danino
Digital Producer: Jimmy McGee
Developer: Nick Russo/ John Cardoso
UX Designer: Clara SantaMaria Vargas
Art Director: Lance Vining (CD/ AD)
Copywriter: Gary Du Toit (CD/ CW), Jim Connolly (ACD/ CW), Sandi Spino, Georgia Murphy, Aaron Cary (Junior CW)
Other Credits: David Rolfe (Head of Integrated Production)
Other Credits: Vishal Dheiman (Head of Innovation)
Other Credits: Katie Young (Executive Digital Producer)
Other Credits: Phillip Peker (Interactive Producer)
Other Credits: PR Agency: Dini von Mueffling Communications
Other Credits: CEO: Dini von Mueffling
Other Credits: PR Account Director: Daniel Lempert
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