NASTY FILTER

TitleNASTY FILTER
BrandLÄNSFÖRSÄKRINGAR
Product/ServicePREVENTIVE HEALTH, SOCIAL SUSTAINABILITY
Category B03. Social for Mobile
Entrant STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Idea Creation STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Credits
Name Company Position
Ylva Nestmark Stendahls Creative Director
Eva Råberg Stendahls Creative
Sara Josefsson Stendahls Film Director
Peter Ohlsson Stendahls Key Account Manager
Ulrika Hamrén Stendahls Copywriter
Karin Hedberg Stendahls Project Manager
Martin Cedergren Stendahls Chief Creative Officer
Matt O'Leary Stendahls Copywriter
Henrik Gustafsson Stendahls Creative/film
Jens Dohnberg Stendahls Film
Kenneth Anderson Stendahls Copywriter
Thomas Sempf Stendahls Developer
Rodrigo Vives Stendahls Developer

Background

As part of their commitment to social sustainability, Länsförsäkringar (an insurance company) is actively working to promote and improve mental health for young people. They do this by working continuously with initiatives that aims to increase digital health in several areas. After the World Cup game between Sweden and Germany, Swedish soccer player Jimmy Durmaz was exposed to a wave of racial trolling on social media. Swedish insurance company Länsförsäkringar responded by creating an autocorrect app whose aim is to turn words of hate into words of love and positivity. A swat-team scanned the abusive comments Durmaz got in his Instagram feed, noted down the kind of hate that he was being subjected to and added them to the so-called "Nasty Filter." When hateful terms were detected by the app, the autocorrect filtered them out and replaced them.

Describe the creative idea

Just minutes after the World Cup game between Sweden and Germany had ended, Jimmy Durmaz was exposed to a massive wave of racial trolling on social media with threats towards both him and his family. Nasty actions that don’t belong in the World Cup. To create a forceful movement against racism when it was needed the most, Länsförsäkringar launched real-time initiative The Nasty Filter. An innovation that turns words of hate and racism into words of love and positivity.

Describe the strategy

Team spirit, the biggest players, celebrations and festivities. The World Cup is surrounded by a lot of great aspects that unite the world. But there’s another side to the game - hate and racism. Especially when it comes to social media where the hate flows freely. At the same time the World Cup is an event that attracts a lot of youths and families, the same target audience Länsförsäkringar wants to reach.

Describe the execution

The initiative was created in the form of a smartphone app that identifies hundreds of hateful words, and as you write them the function automatically corrects and turn them into kinder words. Spreading love instead of hate. To spread the word about the Nasty Filter and the real-time initiative the story of Jimmy Durmaz was told in social media, where it actually had happened and among the participants at one of the world's biggest football tournaments - Gothia Cup.

List the results

The initiative received massive love and support from people from all over the world.In just a few hours a wave of news articles and blogs began to pay attention to the issue that activation concerns. It also sparked a meaningful debate in Sweden about exclusion and cyber-bullying, leading schools and teachers to put it on their education agenda. While the subject was discussed in podcasts, debates and other forums. Länsförsäkringar reached an all time record of engagement on social media, the place where it was needed the most. + A total reach of 64 474 423 in 166 countries + 80% reported a high brand liking as an effect of the campaign (+67% over target) + Nasty Filter became one of the most downloaded apps in Scandinavia during the summer + The initiative also became a subject in public service and selected for research programs in schools