React With Love
by Maggie Suter
The Problem
Social media has become a barrier to meaningful human connection, resulting in unkind language and cruel interactions between adults.
How can this barrier be broken in order to increase empathy and kindness between these individuals?
Success Statement
Adults who are being unkind online will be more aware that they are speaking to actual human beings with feelings. Individuals who have interest in stopping this issue will have the information and resources to take action.
Target Audience
Adults, male and female.
Research
I began by simply researching Facebook posts to find if there was enough online negativity in existence for this to be a worth-while topic. After concluding that there was, I sent out a survey and conducted interviews with the individuals I was able to observe. I discovered that the majority of people do agree that negativity online is an issue. Interestingly, I also found that most of the people I surveyed have been cruel online to another person at some point, but they all don't think that online cruelty could be prevented. Based on this research, I came to the conclusion that this online negativity is happening due to multiple reasons that all combine to create a lack of self-awareness in the the people who are being unkind online, where they aren't aware that what they are doing is not ordinary.
Design Process
I decided to create an organization that will promote kindness in the world, while holding empathetically driven campaigns to remind people to think about their actions online. The brand I developed for the organization reflects positivity and kindness with the use of vibrant colors, light line elements, and fun icons. The campaign uses these elements as well to connect with the organization, yet they also include the use of photography, and dramatic lighting to create a more serious, eye-catching effect.
Design Solution
React With Love is a hypothetical organization who's mission is to inspire kindness, both online and off. The website provides ideas on how to be more kind in your daily life, information on how you can make a difference, and tips on how to respond to negativity in a constructive way. The Profiles Are People campaign that this organization holds, is an effort to evoke an empathetic response from the people who don't realize what they are doing is wrong. It can extend through multiple channels, including outdoor ads, social media ads, and an interactive sticker series. A downloadable filter is also available to encourage involvement in the campaign.
The combination of these two efforts will make people who are being unkind online more aware that their actions are hurtful and out of the ordinary. If there is more kindness in existence in the world, the less likely it will be for cruelty too seem normal.
