The Challenge

For many relatives, it’s hard to understand how seemingly simple words or jokes can be deeply damaging. UNICEF needed a campaign that could engage audiences around cyberbullying while standing out from typical nonprofit communication.

The Solution

We developed Words Kill, using AI-generated images to reveal what hateful words truly look like from the victim’s perspective: a real-life horror movie.

We sourced actual hateful comments from social media. We turned these disturbing words into horror movie posters.

The Impact

The work gave UNICEF a fresh, ownable creative angle and strong engagement for the cause.