Campaña Theo's Story ANA
ANA’s Engage Responsibly (ER) launched a new advertising and education campaign designed to elevate brand and consumer awareness to stop the proliferation of online hate. According to the Anti-Defamation League, 52 percent of Americans have experienced online hate due to their racial, religious, or sexual identity. Of those experiencing online hate, 26 percent reported mental health effects, while 11 percent were impacted economically from factors including withdrawing from online activity because of the experience.ANA’s online hate campaign includes a brand activation kit to provide marketers with tools to promote ER and its mission. ER consists of a wide range of materials and assets designed to help consumers and small to medium-sized businesses (SMBS) become educated about online hate and learn how they can use ER resources to help eliminate it. “ER is all about education, and we’re very proud of the materials we have assembled to help consumers and marketers learn about online hate,” said ER President and ANA Group EVP Bill Tucker. “Our assets are valuable tools that have been developed in consultation with our many partners, especially the Better Business Bureau, and we urge consumers and SMBS to immediately take advantage of them.” Tucker noted that ER is a nonprofit 501(c)3 operating foundation owned and led by the ANA. It was originally founded by Pernod Ricard in 2020 and donated to the ANA in 2021. Its mission is to leverage the collective power of big brands, social media platforms, NGOs, consumers and SMBs to drive impact on the online hate issue through awareness building and education. The new ad campaign, “Theo’s Story,” was created by Ogilvy and includes three online videos and one print execution. The videos follow the story of an LGBTQ+ young man impacted by online hate and serve as the heart of the campaign. All campaign assets drive visitors to the engageresponsibly.org website for additional information, educational videos and other support resources. Media is being handled by Publicis Collective, with all partners donating their time pro bono. Platforms including Facebook, Instagram, Snap and Google as well as The Wall Street Journal, USA Today, and Hearst donated media. The launch is the beginning of an ongoing, sustained campaign.
