Clean Up the Internet

Agency Network: 
February 2013

Cleaning the internet


To download the plug-in:

A new browser plug-in suggests alternatives to offensive words on social networks. A short while ago BBR Saatchi&Saatchi met with 15 teenagers from the StartupSeeds organization – a program for nurturing technology-oriented youth, in order to try and find a solution to a national (and worldwide) problem – cyber-bullying: boycotts, harassments and offensive messages causing dozens of children emotional damage which in many cases pushes them to end their lives tragically. Out of dozens of ideas, we chose the one which addressed the offending party, the cyber bully, just before he writes the offensive message on platforms like Facebook, blogs and forum: We have created a Chrome browser plug-in that detects offensive words, and replaces them with positive ones.

Digital advertisment created by Saatchi & Saatchi, Israel for Clean Up the Internet, within the category: Public Interest, NGO.

Advertising Agency: BBR Saatchi&Saatchi, Israel
Chief Creative Officer: Nadav Pressman
Executive Digital Director: Maayan Tirangel
Creative Director: Sharon Refael

Planners: Tal Forkosh, Shai Nissenboim
Copywriters: Liron Cohen, Oren Meir
Art Director: Kamil Mekhti
Senior Account Manager: Elad Kuperman
Designers: Udi Dunayer, Michael Shely
Programmers: Miki Abtan, Leonid Angarov
Editor: Tom Soffer
Digital Studio Manager: Danit Atia-Moshe
Special Thanks: Shachar Aylon, Oren Amiran

Comments (4)

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Grrrr's picture
Activity Score 1961

Beautiful campaign. Great idea. (Yummy, the plug-in really works).

cwriter79's picture
Activity Score 956

I think the idea is strong. Didn't need the live action shot of someone hanging at the end. That's a bit overkill.

kleenex's picture
Activity Score 51022

I would start with that.

Benjamin Viethen's picture
Benjamin Viethen
Activity Score 267

Mh... ok idea. Presentation makes me cringe though.