Campaign: Don’t Label

WPP company(s):
Mindshare Denmark
Fair Welcome


Mindshare Denmark worked with the human rights charity Fair Welcome to challenge stereotypes. They created a browser plug-in that changes discriminating words online to neutral ones. This allows online sources of information to be objective, helping people form their own opinions.

Results and Awards:

  • 12.5m impressions
  • 55,600 downloads of the plug-in, removing over 200m discriminating words
  • Global Cristal Awards 2016: Gold
  • Creative Circle Awards 2016: Silver
  • Global Epica Awards 2016: Bronze
  • Danish Marketing Association: Gold