For example, for our recent project, “Genocide Speech Monitor,” we created an AI (artificial intelligence) tool to monitor and detect genocide in the public rhetoric of world leaders. First, it helps to understand the mistakes of the past, and second, to prevent them in the present and future.
Campaign note: The Ukrainian Institute and Bickerstaff.734 developed a project for monitoring genocidal rhetoric called the Genocide Speech Monitor. The tool facilitates the assessment of public statements by leaders of various countries, focusing on their use of language that may advocate for, imply or warn of genocidal actions.
Every tragedy has its identifiable indicators. In the case of genocide, it’s the words of dictators and government officials that can indicate their future intentions.
“We can draw clear parallels between the rhetoric and actions of the Kremlin in 1932 and 1933 and today. This unpunished evil has returned to Ukraine. With this project, we urge other countries to pay attention to the statements of their leaders and the leaders of neighboring countries,” explained Mariia Kochurenko, strategist at Bickerstaff.734.
Q: What plans do you have for the future, and what are your hopes as an agency?
A: Our plan is very concrete: to survive, to increase professional expertise and to enter the U.S. market during the next two years. We have the first arrangements, so we are currently working on it. That’s exciting.
Q: Does your team still have a positive outlook, and are you able to use humor to get through every day?
A: Humor is a power. It was and it always is. You can’t even imagine how it was helpful, even during the first months of the war, to send jokes to each other and to be positive thinking instead of panicking and being afraid. So, an advertisement also needs to have a good sense of humor, but remember one important condition—to be appropriate here and now, taking into account all the context.
Q: How are your fellow Ukrainian agencies faring as the invasion continues?
A: We are in contact with our colleagues, and we are proud of our creative market. We continue all together to do a lot for our country, for donations and pro bono projects for the strategic national campaigns. We also continue to win world prizes and to be visible on the world stage.
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