Agency’s algorithm flips sentiment of comments in article about Pakistan’s blasphemy law

The Singapore office of ad agency Grey has unveiled an idea for a newspaper in Pakistan to stress the value of press freedom.

An algorithm developed by the agency reverses the meaning of posts made by readers in the comment thread of an article about Pakistan’s harsh blasphemy law. Positive comments are turned negative and vice versa, before the poster is led to a landing page to sign a petition or donate towards the Free My Voice campaign.

The idea, for Pakistan’s The Daily Times, is the latest to emerge from Grey this awards season. The agency has also produced a mosquito-killing umbrella in Malaysia, English-teaching candy sellers in India and a method to reduce the temperature of rural Bangladeshi homes using plastic bottles.


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