We created reword, a real time spell checker for online bullying. As a child types, reword uses regex matching, searching a database of bullying words to identify patterns. When a pattern is recognised from millions of potential combinations, the child is alerted with a red strike-through.

Reword is designed to interrupt bullying behaviour in young people when they first become active on social media. The red line is an intuitive symbol that encourages children to reconsider what they write.

Children can become co-authors of reword by adding their own bullying words and phrases, growing the tool’s intelligence and helping it recognize evolving language and slang.

Reword is designed to help develop young people’s moral compass, creating a new generation that respects each other – online and in real life.

We built a Javascript tool and lexicon database that identifies patterns using syntax theory. As a child types, the database is traversed and insult patterns are identified – activating the red line and alerting the user.

After successfully piloting in two schools and pitching to key media stakeholders and influencers, we launched our in-school program on Australia’s National Day of Action Against Bullying and Violence – a major opportunity for a school media angle. We made reword available online as a free Google Chrome extension. We supported the launch with an integrated media strategy across outdoor, print, TV, display, social media and extensive PR.

Reword has been installed on 150,000 computers and introduced to over 260 schools across Australia. Headspace is committed to implementing reword in all Australian schools – while parents now have something they can install at home, stopping their children from becoming bullies.

Reword has clear universal relevance, with global coverage on CNN, Good Morning America, Wired and Mashable contributing to 150 million media impressions, along with personal messages from around the world, from Brazil to the United States to Finland. Since launch, reword has delivered a 67% reduction in bullying behaviour per user. Our call to action resonated, generating over 20,000 insult submissions from young people, creating millions of new combinations.

By promoting co-creation of the tool, Reword is changing online bullying behaviour, creating a new generation that respects each other – online and in real life.

In the first 6 weeks:

• 150 million media impressions

• $500,000 in generated media value

• 150,000 installs

• Introduced to over 260 schools

• 84% of insults reworded

• 67% reduction in bullying behaviour per user

• Over 20,000 insults added

Cyber bullying is quickly becoming one of society’s most serious problems, creating millions of victims around the world.

Reword is a tool activating change within the culture of online bullying by stopping the behaviour before it happens. Acting as a real time spell checker, reword identifies hurtful words, prompting young people to reword their message or post.

Starting from a zero-knowledge base, reword has achieved over 150 million media impressions and has been introduced to 260 Australian schools through the success of tactical PR that targeted schools, educational bodies, parents – and, most importantly, got young people engaged with the tool.

During prototype development, we collaborated with Headspace Youth Mental Health Foundation and children to refine usability and messaging. Testing showed 79% of young people were willing to reword when prompted.

We targeted “protectors”– parents and educators – who could install the software in homes schools. We targeted young people separately, encouraging uptake and acceptance, by designing the tool so they can add to it.

We targeted schools – those engaged with our trial and potential new ones – as well as educational bodies and media across all platforms. We generated case studies from our trial schools to help obtain wider media and influence support. Media materials were tailored with a clear division between protectors (news and parental media) versus users (youth media). We researched Australian celebrities affected by online bullying.

Our call to action was to encourage downloads by protectors, content sharing by users and secure official support of organisations.

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.

We set out to create an Australia first, an innovative way to effect real change in the online environment – tackling online bullying behaviour before it happens. We aimed to raise awareness among the key target market – commencing with zero base knowledge of the tool.

Our objectives were to generate strong public, influencer and brand awareness of reword and maximise downloads; to engage with relevant stakeholders and generate support of the tool (e.g., schools, ambassadors, organisations); to maximise editorial coverage in key mainstream media and specialty media; and to encourage downloads (by driving to website) and content sharing.