Taking our campaigns from phone screens to big screens, Tin Man bagged a Brand Film Award for “The Rise of the ‘Aggro-rithim’”, a film created with Nice & Serious for Vodafone.
Launched to raise awareness of Safer Internet Day and Vodafone’s work to make the internet safer by design, the film tackles the tricky topic of online misogyny and harmful online algorithms.
The film sheds light on how some algorithms are harming tween and teen boys by exposing them over time to an increasing stream of negative content, gradually desensitising them to the negative views they’re witnessing and impacting their thoughts and actions.
Based on real-life situations, the film tells the story of Olly. His views gradually become warped by ‘new friend’ Al, who holds narrow and often negative views of women and how to be masculine.
While Olly is initially uncomfortable with Al’s toxic viewpoints, he becomes accustomed to them over time and begins to adopt them himself.As the story flashes back, the viewer realises that Al wasn’t another boy, but a personification of Olly’s online algorithm, and the content he was being served.
We’re proud to see the campaign recognised as demonstrating an impactful message that makes a real-life difference, with judges saying our work had made an ‘invisible’ issue visible.
Discussions around online misogyny and its impact on young men are continuing to gain momentum so we’re pleased to have sparked conversation on such an important issue with this campaign and the great work that Vodafone does in this space.
