AUDIBLE
Problem
Black Lives Matter breathed life into vital debates about racism and white privilege. How do we keep those conversations front of mind?
Insight
The barrier of positive change is ignorance. The solution is listening.
Idea
Respond in real-time to racist commentary using powerful quotes from audiobooks.
LISTENING MATTERS
THE ALGORITHM
Audible will spearhead the creation of an algorithm that monitors discourse across Facebook and X/Twitter so we can respond to hate speech in real time.
It will identify key posts and comments through the use of discriminating language, before matching it with a quote from Audible’s vast library of anti-racism audiobooks.
The more prominent and controversial the figure, the better our PR.
AN ANTI-RACISM AUDIO LIBRARY
Every time we respond to racism on social, we’ll link to the audiobook in question. But we’ll also go a step further.
We’ll curate the largest ever audio library of anti-racism books, exclusively for Audible users. This dedicated Black Lives Matter collection with feature audio novels, studies and podcasts from inspiration figures in black culture.
EMPOWERING POSTERS
What’s more, we’ll drive engagement through print, OOH and radio ads using the most powerful quotes in Audible’s anti-racism library.
Wherever our listeners enjoy our audiobooks and podcasts, our posters will be there - driving consideration at train stations, bus stops, motorway billboards and airports to inspire more enlightening listening experiences during their travels.
CREAM COLLECTIVE AWARD
Myself and my old creative partner Yama decided to enter the Cream Collective rising stars competition in 2020. The brief was to “Turn Lockdown Hope into Action.” As revealed in the Campaign article below, we made the list of winners!
