Metoomentum
Visualising the Anatomy of a Hashtag
Client
Self-initiated exhibited and supported by Signal Noise (The Economist Group)
Services
Data visualisation Interactive experience Exhibition design Data analysis
Recognitions
Exhibited at Data Obscura, London
Part of The Economist Group’s Open Future initiative
Featured in global design publications
Notable Speculative Design Award, Core77 Design Awards
Links
Can social media become a vehicle for social change?
We set out to give shape to the #MeToo movement’s first six months across Twitter. From 200,000 tweets, we traced patterns of geography, influence, and voice — turning fleeting social media activity into a lasting visual archive.
The Challenge
The movement was vast, emotional, and evolving in real time. How do you capture something this complex without reducing personal testimonies to sterile statistics? We needed to respect the sensitivity of the subject while revealing the scale and reach of voices that might otherwise sink into the endless churn of social media.
The Solution
We used the dandelion as our visual metaphor — fragile yet resilient, dismissed by some but known for its power to spread anywhere. Three interconnected visualisations captured different dynamics: geographic spread, recurring themes, and the mix of celebrity and everyday voices that shaped conversations. Each “seed” represented individual tweets, their reach and resonance.
The Impact
MeToomentum became a visual archive of collective voice, exhibited in London as part of Data Obscura. By giving form to a hashtag’s anatomy, we demonstrated that social media can be more than noise — it can become memory, solidarity, and a catalyst for change. The project continues to be referenced in discussions about visualising social movements.
Want to make invisible conversations visible?
Let’s reveal the sentiment of your social media pulse.
Credits
Design & Concept: Valentina D’Efilippo Development: Lucia Kocincova
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