TIN MAN’S NEW CAMPAIGN FOR VODAFONE DRIVES AWARENESS OF POWERFUL AI “AGGRO-RITHMS”

Six-in-10 (69%) boys aged 11-14 have been exposed to online content that promotes misogyny and other harmful views. One in ten young boys are served this harmful content within 60 seconds of being online, as a result of targeting by aggressive AI algorithms.

‘Dubbed AI “aggro-rithms”, this increasing stream of negative content is gradually desensitising Britain's tween and teen boys, impacting their thoughts and actions. 

With support and insight from leading psychologists, we worked with Vodafone to create a bold, emotive campaign to raise awareness of the risks of gradual desensitisation. We commissioned research to understand more about the effect of these “aggro-rithms” on young boys' behaviour in order to develop a news story that would be hard to ignore. These findings were also used across Vodafone’s own channels and amplified Vodafone’s partnership with the NSPCC

We also supported Vodafone and GAP on the development of a hard-hitting brand film to ensure ‘safety by design’ remains a top priority within the Online Safety Act.