DEY. Named a 2026 Anthem Awards Finalist for the If Anyone Builds It, Everyone Dies Campaign
Finalist in PR or Earned Media Campaign, Technology, for the MIRI book campaign
DEY.’s campaign for If Anyone Builds It, Everyone Dies, the Machine Intelligence Research Institute’s book on the risks of superintelligent AI, is a finalist in the 6th Annual Anthem Awards, in the PR or Earned Media Campaign category for Technology.
DEY.’s campaign for If Anyone Builds It, Everyone Dies has been named a finalist in the 6th Annual Anthem Awards, in the PR or Earned Media Campaign category for Technology. The book, from the Machine Intelligence Research Institute (MIRI), makes the case that the race to build superintelligent AI puts humanity at risk. Finalists were announced on October 13, 2026.
The Anthem Awards are presented by The Webby Awards and the International Academy of Digital Arts & Sciences (IADAS) and recognize purpose-driven work by brands, nonprofits, and individuals.
DEY. built the campaign as an influence campaign around the book’s argument rather than as book publicity alone. The work included several months of message development and media training with MIRI President Nate Soares ahead of the launch, and an earned media program that included a New York Times op-ed by Soares and a fireside chat at the CNBC CEO Summit. DEY. also helped arrange events on Capitol Hill with Semafor and Axios for policymakers, congressional staff, and Washington press, and an invitation for Soares to speak at the Munich Security Conference.
A network of YouTube and podcast creators, including Hank Green, took the book’s core claims to younger audiences in their own channels. A creative campaign, developed with the agency Don’t Panic, put the book’s message on New York City subway platforms and on billboards in Los Angeles and San Francisco, and a take-action hub made it easy for readers to call or write their representatives. More of DEY.’s work in this area is on the firm’s artificial intelligence page.
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