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Audible

Problem

 

The Black Lives Matter movement breathed life into vital conversations about racism and white privilege. How can we keep the momentum of BLM going strong? 

Insight

After George Floyd's death, it’s tempting to lash out. But making enemies achieves nothing. Instead, we should all be educating ourselves, questioning our attitudes and above all, listening.

Idea

Armed with powerful quotes from our own audiobooks, Audible will take to Facebook and Twitter and respond in real time to racist posts by showing the other side of the argument.

LISTENING MATTERS

AUDIBLE ALGORITHMN

All responses on Facebook and Twitter will be delivered through a bespoke algorithm that identifies discriminating keywords/phrases, assigns the most appropriate quote and links to the audiobook so the user can learn more.

Audible subscribers will get to enjoy a dedicated Black Lives Matter collection, full of audio novels, studies and podcasts from inspiration figures in black culture.

 

Reacting to some of the world’s most controversial posts will gain PR, but we’ll also drive engagement through print, OOH and radio ads using the most powerful quotes in Audible’s anti-racism library.

ANTI-RACISM POSTERS

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PR COVERAGE

This concept led us to become finalists in the Cream Collective 2020 competition, the brief for which was to "Turn Lockdown Hope in Action."

YAMA & MATT

© 2018 by Matthew Luke & Yama Noorzad