2022 Winner

CASE SUMMARY

The ‘me too.’ Movement was founded by civil rights activist Tarana Burke in 2006 with two areas of focus: healing and action. Eleven years later, #metoo caught a viral spark to become the most successful sexual violence awareness campaign in history, setting the stage for a widespread invitation to join this fight.

The objective was to take a movement that’s seen by many to be about eliminating a behavior and turn it into something designed
to create behavior.

Throughout history, systems of power have prioritized the reputation of perpetrators. Survivors are discredited. Stories are swept under the rug. Activists are written out of history. While #metoo woke up the world to the prevalence of sexual violence, actions which can be taken to help end sexual violence are unfamiliar, leaving many struggling to understand their potential role in this movement.

The facts led them to their campaign insight: When a civil rights movement is perpetually silenced, people can’t know how to actively be part of the solution. Their concept was to create the first recommendation engine for activism to end sexual violence, and a blockchain-powered archive that preserves it. Regardless of your experience or time, Act Too helps you find a way to
participate in ‘me too.’.

They started by building a grassroots database of actions from organizations that included commonplace ways to help: volunteering, donating, etc. Their natural language processing engine identified and extracted the metadata from these actions. Then, it scrubbed search, social, and e-commerce platforms to find hundreds more. Some were closely related actions, but many more were unexpected: like reading a memoir or shutting down rape jokes. Finally, all actions were tagged by topic, interest, and involvement type to help fuel their recommendations.

History is written by the oppressor. To fight the systemic erasure of this movement’s progress, they used the decentralized, peer-to-peer nature of blockchain to archive every action facilitated by their utility to a permanent digital record. Every action’s unique 64-character blockchain ID also becomes part of their digital monument: a mosaic of murals celebrating the movement’s famous forbearers.

To date, the utility has recorded over 54,168 actions to the blockchain, creating a new era of accessibility in this movement. It also immortalized these thousands of acts in the fight to end sexual violence, creating a tangible and celebratory measure of progress. 12,169 learned, 12,812 volunteered, 7,730 attended events,
and 3,899 made donations.

Act Too launched on the third anniversary of the viral hashtag, garnering immediate global press and conversation. The campaign generated 1.6 billion impressions, reaching 71 countries in the first 48 hours. This provided grassroots organizations and their work unprecedented visibility. The work received praise from politicians around the world, celebrities such as Alyssa Milano, Gabrielle Union, and Mira Sorvino, and global leaders such as Melinda Gates. Act Too has also been recognized by Cannes with a Silver Creative Data Lion.

Credits

FCB/SIX AGENCY:
Chief Creative Officer: Ian Mackenzie
Worldwide Creative Partner: Fred Levron
Contributing Chief Creative Officer: Karin Onsager-Birch, FCB West
Executive Creative Director: Colin Craig
Senior Art Director: Noella Choi
Associate Creative Director: Andrew Bernardi
Art Director: Alice Blastorah
Art Director: Sarah Ranney, FCB West
Senior Copywriter: Erika Yost, FCB West
Contributing Creative Director: Kyle Lamb
Copywriter: Alex Ieletzky
Senior Designer: Esra Tasdemir
Senior Copywriter: Dana Kingstone
Copywriter: Adrianna Casuga
Copywriter: Paula Purdon
Jr. Production Designer: Alana Ratcliff-Lake
Retouching: David Woodger
Creative Strategist: Simran Kaur
EVP Global Strategy Officer: Fern Potter
EVP, Strategy: Anna Percy-Dove
Content Strategist: Cassandra Cervi
Director, Analytics: Devi Soondarsingh
Senior Manager, Analytics: Andrew Yang
Senior Business Analyst: Aditi Raina
UX Designer: Tony Di Ciero
Global President: Andrea Cook
Account Director: Fraser Jackson
EVP, General Manager: Elizabeth Sellors
Senior Integrated Producer: Ashley Whitaker
Project Director: Gillian Morrison
Producer: Kat Forester
Director of Technology: Luiz Costa
Senior QA: Natalia Zadorozhna
Email developer: Lara Goldsmith
Back-End Developer: Christopher Ghouchandra
Data Architect: Val Nasquidashvili
Technical Business Analyst – Ritu Sain
Developer (banners): Quy Ngo
Developer/Programmer: Heung Lee
Consultant: James Durham
Global Chief Marketing Officer: Brandon Cooke, FCB Global
Director, Global Initiatives: Alison Lutsky, FCB Global
EVP, Global Growth Officer: Mish Fletcher

IPG Mediabrands
Sr. Director, Analytics & Insights: Tushar Subramanuam
Data Analyst: Brian Quach