Improving Social Media

Client: ESPN
Company: DoSomething.org
Project Role: Senior creative strategist

ESPN + MAJOR LEAGUE BASEBALL — “Shred Hate”

Three in 5 young people say they’ve personally experienced bullying online. Recently, bullies have made “Finsta” accounts to actively target and torment their peers.

DoSomething, ESPN, the MLB, and the X Games joined forces to take on cyberbullying, recruiting young people to take down bullying accounts and report them—making their online communities safer for young people everywhere.

As part of the campaign, NY Mets first baseman Pete Alonso and X Games and Olympics star Gus Kenworthy shot a PSA, which ESPN shared widely across its owned channels and on social media, earning millions of impressions and views, and coverage on multiple sports blogs.

Thousands of young people participated in the campaign, removing over 65,000+ bullying accounts on Instagram, YouTube, TikTok, and Twitter.

The Shred Hate campaign was the winner of the Cynopsis Media Best of the Best Award for Best Awareness Campaign: Children Focused