BACKGROUND
Instagram has strict anti-bullying policies. These policies are even stricter when it comes to the younger members of our community. In addition to removing bullying and harassment whenever we find it, we’ve also developed features that both encourage more positive interactions, and give people more control over what they see on Instagram.
For anti-bullying week, we’ve gone one step further, and partnered with Egypt’s National Women Council, UNICEF Egypt, and the National Council of Childhood and Motherhood, to launch a new anti-bullying campaign: حاسبوا_على_كلامكم# (#ChooseWordsWisely). Through this campaign, we’re hoping to raise awareness of the harmful impact online bullying can have, encourage our community to be kinder online, and help empower our community in Egypt to use our anti-bullying tools to safe on Instagram.
THE WORK
In Egypt, the campaign is multifaceted with activations including profile image, post feed images and a toolkit in Story format - easily laying out our safety tools - and a motion-activated “Pledge” AR filter. We’ve also rallied in A-list celebrities such as @MonaZaki (5M) on a video with her teen daughter sharing their fav IG safety tools and @RayaAbiRached (4.3M) who shared her personal experience.
In Egypt, the campaign is multifaceted with activations including profile image, post feed images and a toolkit in Story format - easily laying out our safety tools - and a motion-activated “Pledge” AR filter. We’ve also rallied in A-list celebrities such as @MonaZaki (5M) on a video with her teen daughter sharing their fav IG safety tools and @RayaAbiRached (4.3M) who shared her personal experience.
ROLE
Design Lead
Illustration
Motion Design
