Two GOLD EFFIEs / NATIONAL ADDYS - Judges choice / SHORTY SOCIAL GOOD Award / FAST COMPANY INNOVATION Award

Work done while at Wunderman Thompson

WeCounterHate 
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THE SITUATION

The non-profit Life After Hate is committed to helping people leave the violent white supremacist movement, allowing them to connect with humanity and lead compassionate lives. As part of that mission they wanted a way to address the rampant spread of hate speech in social media.

THE SOLUTION

WeCounterHate, was created as a platform that used AI machine learning to identify hate speech on Twitter. It then tagged the tweet with an un-delete-able reply that let anyone interested in retweeting (to spread hate) know that if they chose to do so, they’d trigger a donation to Life After Hate.

 It put “hate-spreaders” in a catch-22. Our goal was to keep them from hitting "retweet," but if they did, love still won. In fact, we removed over 60MM impressions of hate from the platform.