2021 Winner
SilverBest in Consumer Engagement
SilverBest in Websites and Microsites
BronzeBest Use of Technology
MeToo
"ActToo"
FCB/SIX
"ActToo"
FCB/SIX
Founded in 2006 by civil rights activist Tarana Burke. The ‘metoo.’ organization’s work focuses on supporting survivors across their healing journey and disrupting systems of power that allow sexual violence to proliferate. The virality of #metoo instantly put sexual violence into the public spotlight and has already created immense progress. To truly bend in the direction of ending sexual violence, the movement sought to launch its next phase and create a broader invitation to participate, focusing on three key business objectives: (1) Visibility. Elevate the work of local, grassroots organizations. (2) Accessibility. Connect people with impactful actions they can take. And (3) Tangibility. Give the community a measure of progress.
Said best by Tarana Burke, “A movement started to support survivors is talked about as a vindictive plot against men.” Through research and stakeholder interviews, they unpacked a continuous pattern: significant power and money goes towards silencing and dismissing #metoo. Survivors discredited in the media. Decades of rape kit backlogs. History books excluding civil rights leaders in this fight. This makes it easy to feel like single actions will not matter.
19 million people said #metoo within the first 24 hours of the original tweet, and 45% of American Facebook users had a friend who said #metoo. Despite this, many do not see a role for themselves in the movement. Unlike climate change, where impactful action is seemingly everywhere, actions to end sexual violence feel less obvious.
When a civil rights movement is perpetually silenced, people can’t know how to actively be part of the solution. So, they built ActToo, the first recommendation engine for activism to end sexual violence and a blockchain-powered archive that preserves it. Regardless of your experience or time, ActToo helps you find a way to meaningfully participate in “metoo.”
A global PR launch spread awareness of the next phase of the movement, leading people to the site. To truly fuel consistent engagement, their recommendation engine suggested actions based on site engagement. For example, if you’re a busy parent, ActToo can guide you to resources for talking to children about consent. And the more you act, the smarter it gets. A fully integrated, dynamic CRM program follows users with further personalization, bringing them back to the site.
To preserve the actions of those who have gone before us, while creating an undeniable signal of this work as a beacon to the future, each action is represented as a tile in the digital monument to the movement. Each participant can also share their unique tile on social media, representing their action and their role in highlighting the story of the movement.
They built a first-of-its-kind grassroots database of actions from hundreds of organizations. Starting with commonplace ways to act (volunteering, donating, etc.), their natural language processing engine identified and extracted the metadata from these actions. Then, it scrubbed search, social media, 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, this vast array of actions was 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 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.
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.
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 the 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.
Said best by Tarana Burke, “A movement started to support survivors is talked about as a vindictive plot against men.” Through research and stakeholder interviews, they unpacked a continuous pattern: significant power and money goes towards silencing and dismissing #metoo. Survivors discredited in the media. Decades of rape kit backlogs. History books excluding civil rights leaders in this fight. This makes it easy to feel like single actions will not matter.
19 million people said #metoo within the first 24 hours of the original tweet, and 45% of American Facebook users had a friend who said #metoo. Despite this, many do not see a role for themselves in the movement. Unlike climate change, where impactful action is seemingly everywhere, actions to end sexual violence feel less obvious.
When a civil rights movement is perpetually silenced, people can’t know how to actively be part of the solution. So, they built ActToo, the first recommendation engine for activism to end sexual violence and a blockchain-powered archive that preserves it. Regardless of your experience or time, ActToo helps you find a way to meaningfully participate in “metoo.”
A global PR launch spread awareness of the next phase of the movement, leading people to the site. To truly fuel consistent engagement, their recommendation engine suggested actions based on site engagement. For example, if you’re a busy parent, ActToo can guide you to resources for talking to children about consent. And the more you act, the smarter it gets. A fully integrated, dynamic CRM program follows users with further personalization, bringing them back to the site.
To preserve the actions of those who have gone before us, while creating an undeniable signal of this work as a beacon to the future, each action is represented as a tile in the digital monument to the movement. Each participant can also share their unique tile on social media, representing their action and their role in highlighting the story of the movement.
They built a first-of-its-kind grassroots database of actions from hundreds of organizations. Starting with commonplace ways to act (volunteering, donating, etc.), their natural language processing engine identified and extracted the metadata from these actions. Then, it scrubbed search, social media, 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, this vast array of actions was 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 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.
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.
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 the 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.
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
SSG
Software Engineer, Blockchain: Richard Pringle
Software Engineer, Architects: Terence Hong, Steven Ferreirra
Software Engineers: Mary Choi, Nathan Arnold, Wilson Wong, Vince Leung Media - UM J3