POSSIBLE has introduced a new platform called We Counter Hate that helps combat hate speech on Twitter by turning retweets of hate into donations that go toward organisations that help fight it.
The agency teamed up with Spredfast to train artificial intelligence technology to identify hatefluencers (Twitter users who broadly distribute hateful content) and use human moderation to respond to the hate that’s found.
Knowing that Twitter is one of the preferred megaphones for hate groups to spread their ideology, POSSIBLE decided to focus their efforts there. They turned one of their favourite tools into a powerful change-agent by making retweets of their message contribute positively to the thing they despise most – the quest for equality.
Once a hateful tweet is countered, the following message appears: This hate tweet is now being countered. Think twice before retweeting. For every retweet, a donation will be committed to a non-profit fighting for equality, inclusion and diversity.
This reply permanently marks these messages of hate and makes it clear to those that wish to spread hate speech that each retweet of this message equals a $1 donation to U.S. non-profit Life After Hate, an organisation that helps reform and remove people from violent extremist groups.
Full Credits
POSSIBLE:
Jason Carmel: Chief Data Officer
Danielle Trivisonno-Hawley: Chief Creative Officer, Americas
Ray Page: Executive Creative Director
Shawn Herron: Creative Director
Brian Mead: Account Director
Matt Gilmore: Associate Creative Director
Michael Cobb: Senior Digital Analyst
Stephanie Hockett: Associate Director, Content Strategy
Lara Bain: Senior Social Strategist
Amanda Vo: Senior Project Manager
Jarrid Beasley: Project Manager
Cole Peterson: Technical Director
Megan Ball: Executive Producer
Limah Taeb: Associate UX Designer
Javaad Beg: Strategist
Julie Bourne: Associate Content Strategist
Juan Bonilla: Associate Creative Director
Andres Gomez: Senior Designer
Jonathan Salas: Software Developer
Eric Mathiasen: Freelance Developer
Chris Ophoven: Freelance Editor
Charlie Bartlett | Designer/Animator
John Buroker: HearBy Sound, Audio engineer
Life After Hate:
Sammy Rangel: Co-Founder & Executive Director
Julie Thorlton: Executive Assistant
Dimitri Kalantzis: Communications Director
Angela King: Co-Founder: Programs Director
Antony McAleer: Board Co-Founder & Board Chair