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Create Don’t Hate
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Create Don’t Hate

We are delighted to announce that we’ve added global social media giant, Instagram to our list of clientele, working with their in-house creative team on their anti-bullying initiative Create Don’t Hate.

We worked alongside Anomaly London who worked on the messaging and strategy throughout, to communicate the campaign through a series of empowering graphics. 

Inspired by DIY protest graphics, we created the official ‘Create Don’t Hate’ sticker, which lives in the Instagram app. Created with bespoke hand-drawn typography, the sticker was designed to be direct and full of attitude, to appeal to teenagers- the campaigns main target audience. 

A core part of the brief was that the sticker could not be weaponised and turned into a negative - which could flip the anti-bullying campaign on its head. To do this, we worked very closely with Anomaly London to ensure that the messaging was not only right but could work within the language of the internet. 

The sticker uses a new Instagram gradient, created by our design team which was designed specifically for the anti-bullying campaign. As colour is such a powerful tool in communication and brand recognition, we focused on colours that allowed the anti-bullying campaign to have its own identity, while being firmly part of the Instagram brand family. 

The final palette of blue, pink and peach was chosen to represent three key attributes of security, love and peace. Peach is a new addition to the Instagram colour family, giving the new gradient its own distinct personality, and which differentiates the ‘Create Don’t Hate ‘campaign from other Instagram campaigns

The work was then wrapped up into the Create Don’t Hate brand guidelines- used to roll out the campaign further. It’s been great to see the sticker in use at events and in the incredible hero spots, directed by Young Replicant, produced by Pulse Films, with post production by No.8. 

We really wanted to create something that the whole Instagram community could get behind- regardless of culture, religion, gender and politics. Bullying is obviously a negative thing, so the main challenge of this project was to create a mark that could be used positively as a mark of defiance. It’s fantastic to see it being rolled out across the platform, and beyond.

#CreateDontHate

See the project in full now!