The Net + Chicago Sky
block the negativity / post up positivity
Starting in 2022, the WNBA’S Chicago Sky spearheaded a mental health initiative called The Net, to create a safe space for female athletes. With WNBA viewership on the rise—and online hate following—we leveled up with Block The Negativity / Post Up Positivity.
This campaign features an AI-powered tool that blocks hate speech on players’ social feeds in real time, making room to post up positivity and protect players' mental health.
THE FILM
Our campaign leaked a day before the launch, and by the time it officially went live, the campaign had generated 1.12K mentions, 2.27M reach, 1M views, and 17,560 likes, all organically. It also won two Clio Sports Bronze Awards 🏆 in the Athlete Storytelling and Diversity of Storytelling categories and was shortlisted in the Film category at The Clio Awards.
BLOCK THE NEGATIVITY
BLOCK THE NEGATIVITY
The Team
CW: Payton Grutzius
AD: Karie Le
GCD: Rony Castor
EVP: Elena Robinson
CD: Javier Valle
CD: Michi Robles
SR Designer: Cristobal Mora
Designer: Austin Warren
EP: Jacob Vogt
Producer: Ash Heyer