2021 Winner

Me Too

Act Too

FCB/Six

SilverData/Tech Strategy

Sexual violence is a tool of oppression that disproportionately affects women. This issue becomes even more nuanced when looking through the lens of class, race, and sexual identity. A key ambition of the ‘me too.’ Movement is to connect would-be activists with local, grassroots organizations — often the most effective at providing inclusive support to diverse people and communities.

It can be difficult to understand the patchwork structure of these organizations and how one might get involved. The near-paralyzing scale of this issue can make it hard to feel like individual contributions make an impact.

To address this, the ‘act too’ movement sought to follow the virality of #metoo with a broader invitation to participate, focusing on three key business objectives: Elevate the work of local, grassroots organizations; Connect everyday people with impactful actions they can take; Give the community a measure of progress.

Unlike climate change, where impactful action is seemingly everywhere, actions to end sexual violence are less obvious. Their data acquisition strategy seeks to broaden the spectrum of activism beyond the prevailing understanding of what constitutes an action. Their utility applies e-commerce principles, presenting this expansive data back to their audience in a familiar, intuitive, and personalized manner. The end result is a more accessible, inclusive entry point to the movement.

The history of this movement has been systemically silenced, altered, and erased. It’s why we know Rosa Parks for refusing to give up her seat, but not for her work as a sexual violence investigator. In response, their platform writes each completed action to a permanent, decentralized, peer-to-peer network—the Ethereum blockchain. So, present day activism encodes the past, while sending an immutable signal of this work as a beacon to the future.

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.’ If you’re a busy parent, Act Too can guide you to resources for talking to children about consent. Or, if you’re a student it can help direct you to start a campus support group. And the more you act, the smarter it gets.

Activism deserves to be elevated and preserved. Me Too has protected actions from erasure by writing them to a permanent blockchain ledger. They also used them to visualize the storied history of this fight, building a monument to the movement itself.

Me Too 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, 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, 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.

Act Too launched on the third anniversary of the viral hashtag, garnering immediate global press and conversation. The campaign generated 1.6B impressions, reaching eight provinces, 48 American states and 71 countries in the first 48 hours. The work received praise from politicians such as Ayanna Presley, U.S. Representative for Massachusetts's 7th congressional district, celebrities such as Alyssa Milano, Gabrielle Union, & Mira Sorvino, and even global leaders such as Melinda Gates.

To date, the utility has recorded over 54,168 actions to the blockchain, immortalizing thousands of acts in the fight to end sexual violence; 12,169 learned, 12,812 volunteered, 7,730 attended events and 3,899 made donations. Already, Me Too has completed the murals of 33 historic moments, immortalizing thousands of acts in the fight to end sexual violence.

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

Production Company: Stink Films
President: Daniel Bergmann
Executive Producer: Fran McGivern
Director: Lauren Caris Cohan
DOP: Doug Porter

Editorial: School Editorial
Executive Producer: Yumi Suyama
Editor: Lauren Horn


Have questions? Need help?
Contact Rowan Traynor at 1-416-408-2300 x213 or rtraynor@brunico.com.