The Work 2023 Contenders: Innocean Indonesia

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…


The Anti-Hate Keyboard
Innocean Indonesia
There are 70 million online gamers in Indonesia, with over 60% actively playing in cybercafes that have become a hotbed for cyberbullying. Every avid gamer has experienced in-game harassment at least once in their life. This has gone on for far too long. These keyboard trolls needed to be stopped. And we had the ideal solution – using their weapon of choice, the keyboard.

Introducing The Anti-Hate Keyboard. The specially reprogrammed keyboards swap toxic phrases typed out by bullies for sweet and encouraging messages for their fellow online gamers.

How it works: Using first-party data, we identified and extracted toxic phrases commonly used by bullies. We then reprogrammed the processor of the Quantum Mechanical keyboards and synced the toxic phrases to the keyboard through QMK firmware.

On 3 Oct 2022, World Day of Bullying Prevention, the Anti-Hate Keyboards were given out to cybercafes across several cities. When bullies unleashed abusive attacks, their toxic phrases were swapped for sweet messages in the chatroom, e.g. “fck u!” is swapped to “love u!”, “go n die pls!” became “go n celebrate pls!” and many more.

To make the campaign more sustainable, we made the firmware an open source for everyone. Companies or the public can visit our website and download the firmware to fight cyberbullying for the betterment of society.

The campaign raised positive social noise on social platforms and media channels. Ten million in Media Impressions were earned. Five hundred thousand toxic phrases were swapped in just the first month.


The final deadline for Campaign Brief’s The Work 2023 is Monday May 15. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email

The Work 2023 Contenders: Innocean Indonesia