Destruction, for whatever reason, has always been easier than creation. With a mean word or phrase a person's world can crumble. We wanted to counteract that. With Secret Deodorant, we created a place for women to be nice behind someone's back. Since it's launch it has become a huge community of girls and women sharing stories, righting past wrongs, and spreading good graffiti around the internet.

And by "has become a huge community" I mean in the first 36 hours we garnered an addtional 209,000 fans on Facebook for Secret and the Mean Stinks program combined. Now, Mean Stinks has over 350k alone. This is one of the best programs I've ever worked on and am proud to be a part of it.

This was a One Show interactive finalist.