Fulfiltret (”The Nasty Filter”) is an App that is connected to your digital device keyboard; working on both Smart phones and tablets. It builds on existing autocorrect technology but uses it in a new way: as users type a message, any Swedish swear words or insults are instantly turned into compliments and good wishes. Turning bad data into good experiences. It is a database that recognizes 2,000 offensive words. For added interest, a graphic lightning bolt and sound effect are activated every time the keyboard autocorrects a word. In all, the Nasty Filter helps users to visualize the language they use and serves as a fun reminder to be conscious of how we treat one another online.

The app, currently available only in Sweden, works on all OS and Android devices. The launch was accompanied by an interactive campaign: two giant mobile phones that could send text messages to each other were set up in the middle of Gothenburg, Sweden, allowing people of all ages to test the app live. Other units included banners, print ads, Facebook ads and a promotional film. The campaign ran from November–December of 2015 in western Sweden but was picked up by the international media as well.

Teachers in western Sweden were invited to attend a seminar on the power of language and learn about The Nasty Filter. Attendees received training materials with information on exclusion and exercises they could do with their classes, plus an invitation to submit their own ideas for fighting exclusion.

Results:

• Celebrated globally on radio, television, the major news sites, podcasts and blogs

• Total estimated media reach: around 48 million

• Total estimated media value in Sweden: around 8 million

• 37 % of the target audience is aware of the campaign.

• 8/10 of those surveyed are very positive about the campaign and believe that Länsforsäkringar is being socially responsible in taking a stand against cyber-bullying.

More importantly, the Nasty Filter has also sparked meaningful debate in Swedish schools and among teachers, who are now using the app as a tool for talking with students about exclusion and cyber-bullying.