JENNACONVISSAR

THE CLIENT: Unstereotype Alliance

THE ASK: How can we use digital to activate against stereotypes?

OUR INSIGHT: People are constantly surrounded by stereotypes that shape how we think about each other and even ourselves. Stereotypes have become so present in people’s lives that they fail to even react to them - creating the Bystander Effect. On the other hand, social media is a constant bombardment of information and opinions, making it hard to understand the purpose and deeper meaning behind the content, getting lost in a sea of noise.

OUR IDEA: We’ll create an environment across all social and digital platforms where our audience feels the   pressure and uneasiness of the effects of stereotypes that the Unstereotype Alliance works to eradicate. By partnering with artists and influencers, we’ll leverage their platforms to launch completely silent content - videos with no audio, empty tweets/posts, silent music tracks - leaving their followers confused and uncomfortable. These content pieces will generate awareness, acting as a metaphor to reflect the same silence experienced by victims of stereotyping and creating a space where we can finally hear “the sound of being stereotyped.” This action is the first step in creating a platform for people to speak out about these biases and their lived experiences and ultimately start necessary conversations to create a movement towards an unstereotyped society. 

Phase 1 - Silent Content
We’ll partner with artists and influencers to launch silent content across their respective platforms. An artist will launch a new silent single on Spotify, influencers will publish videos with audio removed on TikTok and Instagram, and celebrities will post empty tweets.

Phase 2  - Unveiling the Silence
Then, celebrities will retweet their blank content adding their stories about being stereotyped and revealing their partnership with the Unstereotype Alliance. Influencers will repost their content with the audio replaced and allow users to hear their personal stories of being stereotyped, demonstrating that silence equals compliance. The artist will release a 30-second single that addresses stereotypes in society which can become a trending sound.

Phase 3  - Let’s Talk
We’ll create a movement that confronts these issues by inviting users to share how they face stereotypes every day and how they can go from being bystanders to upstanders.