Dear Future, and the brand-safety lists that were silencing the audience

01

The challenge

Microsoft's problem was narrative, not technology. The audience it needed was forming opinions about tech by reading Motherboard and watching documentaries, not by watching product launches.

The series had to serve the sponsor and still be good enough to stand next to independent journalism.

02

The strategy

Dear Future was a documentary series from Motherboard and CNET, presented by Microsoft Surface. It told the stories of people pulling the future into the present, scientists, hackers, engineers and community builders, whether or not they used Microsoft products.

That choice earned editorial credibility, and the media plan protected it: tasteful sponsor integration, no product placement, reach beyond the tech-literate core.

03

The finding

While planning distribution I found that brand-safety keyword lists were blocking terms like "gay" and "trans" in over a fifth of campaigns. Those lists were quietly removing LGBTQ+ audiences and stories from the buy.

I took it to VICE leadership and to Microsoft, IAS and DoubleVerify. VICE changed its blocklist policy.

04

Outcomes

Dear Future won a 2018 Webby Award. The award belongs to the series and its producers.