The team proposes a campaign called "Change Your Violent Words" that will automatically replace violent words used on social media and other digital platforms with positive alternatives. The campaign aims to raise awareness of cyber violence against women by intervening when people use harmful language online. It will swap out violent words for beautiful or nonviolent ones across Facebook, Twitter, Instagram, Google searches, and device autocorrect functions. The goal is to confront both perpetrators of online abuse and unaware users, and ultimately change attitudes by altering the language that is commonly used.

1. Team #12

2. The Idea
Up until today, none of the former campaigns had made a worldwide impact that changed the violent behavior
towards women in cyber space for good. The problem still persists and expands rapidly.
In contrast to the under-representation of women, we wanted to do something very over-representative of the
problem.
Our medium is the cyber world, and due to this medium’s nature, “cyber” violence is made mostly with words.
Following this insight, in order to touch everyday lives of ordinary people; we need to reach all interaction and
communication they do with words.
This is why; every cyber space is our playground.
We need to touch to places where these people interact and engage when they communicate with words on
the cyber world; unlike the places they just sit, watch and listen passively.
In our project, this means that EVERY digital space that has high impact on global masses should be used as a
medium for social media. By this way, we don’t reach only to perpetrators and potential perpetrators; we reach
everyone.
We asked ourselves: What if we changed the violent words people use all the time? What if we swapped
them with something else?

3. Change your word.
Change your world.
Our campaign came out:

4. Change Your Violent Words
Our three main campaign platforms will be the most popular social media channels:
Facebook, Twitter and Instagram.
In order to maximize and boost the impact of the project, we will use the biggest search
engine on the planet, Google, and to reach random or non-internet users we will be
using keyboard’s auto-correction facility (such as T9) on various devices (Android or
Apple).
We are going to proactively intervene and change the violent words people use. For
every language, there will be different local list of “violent words”. User does not do this;
it is done by website’s automated system for our campaign.
On Facebook, Twitter and Instagram, a ‘swap’ will apply to all written content they
create: from status updates, comments and tweets to private messages and chats. We
are going to change every violent word they use, with another beautiful and nonviolent
word, when they are sharing it. By this way, we can make the change happen instantly.
Also UN Women Twitter account will have constant polls on which word should be
swapped in your language, with the #changeyourword.

5. Facebook

6. Twitter

7. Instagram

8. Google

9. Auto-correction

10. How does it work?
Our project is about someone typing “slut”; but instead of “slut” they get “beautiful girl” written
on the post they shared, on any big social media platform they like.
In this manner, first it has an impact on the people who are continuously using the language of
violence and make them confront with the discomfort they create, whether they like it or not.
On the other hand, people who had no idea that they were using these violent words and
narrative will get a chance to realize and confront their negative and violent behavior.
Third, the advocates and supporters of the gender equality will join the talk and share the
campaign as a third part of this impact plan.
And finally, by using T9 dictionary, older people and non-internet users will be covered too.
Client’s problem is critical, requires immediate action and have repercussions on the whole
society. Swapping violent words with nonviolent ones makes people globally engage with the
problem itself. They have to deal with not using these violent words in their daily lives.

11. Summary