Headspace – Reword
Words matter. Especially online.
Cyberbullying is everywhere – and most of it happens before anyone hits send. Headspace wanted to flip that moment. Stop harm at the source. Make young people think twice before they type something they’ll regret.
Category:
Youth Mental Health, Digital Innovation, Behaviour Change
Services
Production
Post-Production
Client
Headspace
Agency
Leo Burnett
Crew
Copywriter / Creative - Edward Heckes
Motion Graphics Designer - Matt Cahill
Art Director - Daniel Sparkes
Associate Digital Creative Director - Tim Shelley
Integrated Producer - Maria Borowski
Production Manager - Kaelene Morton
Senior Broadcast Producer - Cinnamon Darvall
Post Producer - Francesca D'Orazio
Director - Lizzy Bailey
DOP Aaron Farrugia
Production Manager - Michelle Jones
Camera - Harry Charnock / Nick Forster
Sound Pip Atherstone Reid
VFX Supervisor Patrick Salter
Runner - Loretta Combe
Stills - Jesper Nielsen
Editor - Chris Ward
VFX - Wilfred Patriarca
Working closely with Leo Burnett, we helped build awareness around Reword – a real-time tool that spots bullying language as you type and nudges users to rewrite it. A quiet interruption with big impact.
Outcome
A world-first idea, built with care and craft.
Pancho led production and post, shaping a campaign that blended tech, empathy, and impact.
And it worked.
Installed in 150,000+ devices
Used in 260+ schools across Australia
84% of flagged insults were reworded
Bullying behaviour dropped by 67% per user
$500k+ earned media and 150M+ media impressions
Reword was picked up by CNN, Good Morning America, Wired, Mashable — and racked up awards at D&AD, The One Show, Clios, and WARC.