Social media algorithms are a cryptic and arguably terrifying concept, engineered to keep you doomscrolling. The mysterious, seemingly undregulated nature of social algorithms means we're often 'force-fed' harmful content – something that The Cybersmile Foundation is keen to combat.
In a provocative new campaign, the nonprofit organisation has debuted its fictional brand, Algorithm. Turning harmful online content into tangible pantry staples, the disconcerting food makeovers are a stark reflection of the often hidden world of dangerous online content, demonstrating how physical design can be a powerful catalyst for change.
Created in collaboration with Havas SO, part of the Havas Health Network, Conran Design Group and Prose on Pixels, 'Stop The Forced Feed' is a provocative response to the rise in non-consensual consumption on socials. Through the creative concept of 'Dark Mode', supermarket staples are given a black glitchy makeover, reflecting the ominous influence of social algorithms.
Research conducted by The Cybersmile Foundation found that harmful content was served to adults in as little as 16 seconds, and to children within 8 minutes, without users actively searching for it. Mock products such as Racist White Bread, Cream of Violence Soup and Free Range Misogyny, each take inspiration from real harmful content found in the study, engineered to unsettle through tangible design.
"Algorithms are among the most influential technological systems shaping modern life, yet most users have no meaningful visibility or control over them," says Lee Hoddy, executive creative director at Conran Design Group.
"The Dark Mode creative execution amplifies the idea to make it as impactful as possible, and to reflect how algorithms operate out of sight, without consent. The Dark Mode concept mirrors the environments where algorithmic content is commonly consumed, while also acting as a metaphor for hidden escalation and unseen harm. It’s a true example of how design and creativity can help capture an audience's attention and help drive change.”
Amping up the OOH impact, the Algorithm brand will debut in a Tesco in-store activation in Leicester. Selected policymakers, journalists and influencers were each sent a ‘food HARMper’, with an extra-special Algorithm delivery van hand-delivering the eerie produce straight to 10 Downing Street. The ultimate goal? To urge the government to make control of algorithms a basic user right.
For more provocative branding, check out this raunchy ad with a surprisingly important message behind it or take a look at GirlvsCancer brave campaign that destigmatises post-diagnosis sex.
