Champions Against Bullying: The Nicebot

Credits & Description:

Brand: Champions Against Bullying
Media: Online
Category: Public interest
Agency: Deutsch
Geo: United States
Champions Against Bullying: The Nicebot
Cyberbullying is more prevalent today than ever before. In fact, something mean, cruel or hurtful is posted on Twitter every 60 seconds. So we built the NiceBot – a Twitter spambot that will eventually tweet one nice message to every single user on Twitter. All 300 million of them. The NiceBot is the first-ever use of spam for a positive cause. And as such, Champions Against Bullying became the first organization that Twitter has allowed to use unsolicited automation to reach people.
In addition to living on Twitter, 3D printed physical NiceBots were sent to celebrity influencers who have taken a stand against bullying. Each NiceBot is powered by a Raspberry Pi and 4G enabled, and displays all of the nice tweets as they go out in real time.
Advertising Agency: Deutsch, New York, USA
Creative Director: Jeff Vinick
Senior Art Director: Jessica Giles
Senior Copywriter: Austin Hamilton
Art Director: Katrina Mustakas
Copywriter: Brian Alexander
Producer: John Hatheway
Programmer: Kamran Aslam
Published: November 2015