How to Disagree (“The Buzzer Campaign”)
CLIENT: THE CW
A humorous campaign for The CW Network, “How to Disagree” uses simple “how-to” instructional devices and illustrations (based on vintage instruction manuals) to coach better disagreements and more empathy between strangers. The concept came out of a session I facilitated with some of The CW’s staff on their campus.
“How to Disagree” is also called "the buzzer campaign" because it uses disruptive and unusual noises to signal that it’s time to change tact in a conversation. Disagreeing is fine — as long as we learn to do it respectfully!
We were hired by The CW to devise a series of campaign choices to unite their politically diverse audience in the wake of the 2016 election.
My role:
Concept, creative direction, design, illustration, community engagement components
Additional credits:
Copywriting by Sarah Gabbart
Produced while employed by The Black Sheep Agency
The CW would host pop-up booths across the country to host mediated disagreements between both friends and strangers... along with just-for-fun things like celebrity drop-ins and photo backdrops.
Posters designed for the pop-up booths to relate friendly instructions in the manner of a numbered how-to pamphlet
PSAs pair actors or their characters having disagreements with actors from other CW shows, where the arguments are interrupted by strange noises (such as a dolphin trill) and the appearance of Dr. Phil.
Manila paper and playful fonts and illustrations are a cheerful reminder that we can all stay positive in spite of disagreements.
Straightforward numeric instructions and little diagram lines drove home the "how-to" concept.
The halftone pattern and simple colors are reminiscent of vintage printing techniques.
Unlike most campaigns, "How to Disagree" makes use of multiple, very unusual hashtags based on weird noises. They are distinct and memorable so they can easily be traced. You'd know exactly where someone saw which hashtag!
The "How to Disagree" website serves several functions, one of which is a hub to download animated "interruptor" GIFs that could be posted in response to online conversations or comments taking a turn for the worse. Celebrities and brands could even sponsor these GIFS, building a whole library of positive trolling tools.
The website's homepage encourages positivity, where a viewer would be met by a randomly generated bit of encouragement from another user on the site. They could add their own positivity as well, or share the quote they were served (and its author's handle) on social media, connecting strangers across the nation.
A third function of the site is to collect signed pledges and ship out disagreement kits to those who would like to encourage participation in dialogues about historically sticky subjects.
The "How to Disagree" kit contains wearable indicators that you are a participant in the CW's initiative to connect strangers and friends through thoughtful conversation.
Local CW affiliates could host community togetherness events in the style of — what else — a good ol' gradeschool pizza party.
The weird hashtags make entertaining tshirts, which could also be worn by various actors or characters in CW shows or at press events.