We Counter Hate Turns Hateful Tweets into Donations for Equality

12/02/2018

POSSIBLE North America

Advertising Agency

New York, United States

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12/02/2018

POSSIBLE, Spredfast and Life After Hate have launched a platform that helps fight hate one tweet at a time

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.

Find out more here.

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