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SINCH #TextForHumanity

To take a stab at online negativity Sinch and Mental health America launched ‘Texts for Humanity’, the world's first texting switchboard, where anyone can send a positive text to a stranger and receive one in return. Messages that was turned into beautiful autogenerated artworks.

Creative Direction / Art Direction

 
 
 

CASE MOVIE

 
 

THE IDEA: We used something as simple as a text message - a solution anyone, anywhere in the world can use - and supercharged it with Sinch's proprietary tech. And then we connected strangers all over the world. Introducing the world's first texting switchboard, allowing anyone to send and receive a positive text from a stranger. Launched in partnership with Mental Health America. Made to be social through autogenerated text artworks. Going out to the public through influencers and media exclusives. Growing organically with minimal media spend.

 
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THE EXECUTION: Creatives and Since internal tech team worked together to turn their existing text conversation bot into a switchboard. We created a new conversational user flow and a bespoke algorithm that turn plain texts into individual artworks available to share out on social channels. We then set up several country phone numbers so that the service would be cheap to use locally. A curation in place ensures that only positive messages are sent through. Text for Humanity went live just before the most depressive day of the year, Blue Monday through media exclusives and influencers in several countries. It quickly started to grow with close to no media spend reaching far and wide across the globe. The service is still live and available to anyone who wants to make a stranger somewhere in the world feel just a little bit better.

 

OUTDOOR

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+85.000 POSITIVE MESSAGES SENT (SO FAR)

 
 
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THE RESULT:

  • positive characters sent, the equivalent to 8 novels.

  • +85K positive messages sent

  • +50K total engagements on social media (likes, comments, shares)

  • Messages sent and received from 85 countries on all continents 

  • +470M earned media reach

  • +300% increase of business inquiries to Sinch