Tension: Pernod Ricard and Engage Responsibly partnered to drive understanding and action to drastically reduce online hate speech by 2025. We were tasked with convincing gen z the raw, visceral impact of cyberbullying.

Solution: The Butterfly Effect: One bad actor hidden behind a username online can wreak havoc.

• 1.1mn+ views across all media

• 223% higher engagement than other longform content

• 800% increase in the Engage Responsibly website visits

• 245682 people took the online course on how to report online hate

CCO: Joe Sciarrotta

GCD: Sakshi Choudhary

ECD: Isaac Pagán Muñoz

ACD: Summers Ford

CD: Indira Midha, Hannah Lacava