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Client Case Study: Ditch The Label - Doing More With Social


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Ditch the Label is one of the largest anti-bullying charities in the world. Each month, thousands of young people are supported by the charity online through pioneering support programs. The charity recently collaborated with Brandwatch to conduct a piece of research to better understand the landscape of abusive language and discourse around prejudice and bullying on social media, in addition to developing a greater understanding of masculinity constructs. In this talk, DTL's CEO Liam Hackett and Brandwatch Research Manager Ed Crook will discuss their approach to the research, share some key findings and talk about the impact they had on the important work done by the charity.

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Client Case Study: Ditch The Label - Doing More With Social

  1. 1. Ditch The Label Gender constructs in the digital age ED CROOK/ RESEARCH MANAGER, BRANDWATCH LIAM HACKETT/ CEO, DITCH THE LABEL
  2. 2. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Liam Hackett @DiageoLiam CEO, DitchThe Label Ed Crook @ed_crook Research Manager, NA& LATAM
  3. 3. Project Background
  4. 4. About Ditch The Label We’re one of the largest anti-bullying charities in the world, helping teens aged 12-25 to overcome bullying through digital mentorship, advice guides and campaigns. Here are a few things that make us different: ● We’re digital ● Our proposition as a youth brand ● Our emphasis on research ● Proactive and reactive support We work across the UK, USA and Mexico. It’s estimated that every 3 minutes, 1 young person benefits from Ditch the Label support.
  5. 5. ● Findings from The Annual Bullying Survey 2016 show that males are more likely to bully and least likely to report bullying. ● We know that suicide is the biggest killer of young men. ● Toxic masculinity leads to war, crime and violence. ● Majority of young girls want to change their appearance. ● Young girls don’t think they are good enough for male-dominated industries. Why we needed this research
  6. 6. ● We usually use surveys to conduct our research, but the key limitation is social bias. ● Social data is more observational and less biased, in a way. ● Social media is so parallel to our audience and their identity, it made sense to incorporate social data into our research strategy. ● It gave us access to a huge amount of publicly available data with complex analysis. Why social research?
  7. 7. Methodology
  8. 8. BRANDWATCH.COM Challenge When segmenting by regions and demographics: • Population density • Social media use Solution • Two queries, one for insults and one for neutral debate Extraneous variables
  9. 9. BRANDWATCH.COM “ Don’t be such a little bitch about it “ “ That bimbo needs to sit down“ “ He is just a misogynistic, narcissistic, whiney little bitch, How idiotic.“ “ You should be allowed to do ur thing, be a slut, do what you want!“ Defining misogyny
  10. 10. BRANDWATCH.COM Defining masculinity Challenge • Researcher bias Solution • Define construct using • social data.
  11. 11. Findings
  12. 12. BRANDWATCH.COM Defining masculinity
  13. 13. BRANDWATCH.COM Attitudes towards masculinity constructs 12% 21% 20% 14% 8% 7% 6% 6% 11% 6% 10% 4% 0% 25% 50% 75% 100% Preferences Personality Behaviour Appearance PERCENTAGEOFMENTIONS ASPECTS OF MASCULINITY Other Proud Educating Humor Sarcastic Neutral Questioning Struggling Frustration Anger
  14. 14. BRANDWATCH.COM Reactions to nonconformity 1% 2% 2% 2% 3% 5% 8% 21% 32% 33% Upset/Disappoint ed Discouraging Persuading Suprised/Shocke d Teasing (Mean) Agreeing Encouraging Teasing (Humor) Supporting Neutral/Indifferent 9% Negative 30% Neutral 61% Positive
  15. 15. BRANDWATCH.COM Misogynistic language more common among females Sexual promiscuity Animal Appearance Sexual orientation Intelligence Sexual anatomy Male UK Male US Female UK Female US 52% 53% 48% 47% 0% 25% 50% 75% 100% Misogynistic insults Discussion about misogyny %MENTIONS Male Female
  16. 16. BRANDWATCH.COM Educators play pivotal role in gender debate MoreDebateMoreHateSpeech -100 -50 0 50 100 Transphobia Homophobia Masculinity Misogyny Educators Family & Parents
  17. 17. BRANDWATCH.COM Gender constructs tied to other discrimination RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY REPUBLICAN DEMOCRAT MASCULINITY 0.241 0.581 0.431 0.560 0.605 0.340 MISOGYNY 0.741 0.505 0.528 0.560 0.311 -0.929 RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY TURNOUT 2015 LONG TERM UNEMPLOYMENT MASCULINITY 0.279 -0.443 0.157 0.376 0.128 0.101 MISOGYNY 0.632 -0.334 0.752 0.376 -0.307 0.405 US UK
  18. 18. Next steps
  19. 19. Brands challenging masculinity constructs BRANDWATCH.COM
  20. 20. • Helps us better understand the issues so that we can adapt our support programmes online. • Helps us bring awareness to the issues and to encourage societal debate - the knowledge is now freely available. • Will feed into our future campaigns and materials for young people. How will we use the data?
  21. 21. Q&A