Tyson Foods: Impact index

Food multinational Tyson Foods used an AI-based tool, the Impact Index, to assess the human safety of digital media to make domain-level decisions on where to place content in real time to appeal to the Black community in the US.

Campaign details

Brand: Tyson FoodsAgency: MindshareRegion: North America

Strategy

Objective

The U.S. public is consistently exposed to incendiary rhetoric and misinformation online, and a great deal of that is directed at the Black community. From dog whistles to unconscious bias, this has left the Black community vulnerable.

Advertisers fund billions of dollars in content every year ($263 billion in the U.S. alone), and so brands have a responsibility to address the toxicity crisis online and its real, human impact on people. We need to be accountable for the content we surround and sponsor.

Target Audience...

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