Scrolling Tragedies – Eating Disorders

Creative idea

Scrolling Tragedies: a series of radio ads that turn the incoherent noise of scrolling through social media into stories of algorithmic radicalization. Telekom wanted to warn parents of the threat posed by social media algorithms to their children. To do so, we use an audio effect already known to them: the sound of their teens quickly flipping through video after video. But this time, the soundbites tell the stories of radicalization sped up, with more and more extreme content leading to tragic outcomes in just 15 seconds. The offline and online radio spots cover misogyny, eating disorders and suicide.

Brand name: Hungarian Telekom
Advertiser / client: Hungarian Telekom
Product / service: Telecommunication
Campaign name: Scrolling Tragedies
Agency network: DDB WORLDWIDE
Agency: DDB Budapest
Agency chief executive officer: Hannes Wirnsberger
Executive creative director: Zsolt Balogh
Creative director: Dorottya Tóth
Art director: Emese Gillotte
Copywriter: Bogi Csikó
Agency producer: Alexandra Kemenyiczki, Panna Vermes
Additional company: Senior Project Manager: Judit Márta