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2019 One Show - Creative Effectiveness

WeCounterHate

Agency POSSIBLE / Seattle

Client Life After Hate
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Annual ID

OS_CE19015M

About the Work

The #WeCounterHate platform has radically outperformed expectations of its ability to identify hate speech. It boasts a 91% success rate, relative to a human moderator, and we are continuing to improve the model. When #WeCounterHate responds to a hate tweet, it reduces the spread of that instance of hate speech by an average of 64%. Additionally, once a tweet has been tagged with our reply, 20% of the "hatefluencers" delete their tweet outright. It all equates to more than 11MM fewer people being exposed to hate speech (at the time of this writing), essentially making for a hugely successful “reverse-media” plan. Our hope is to continue to counter hate speech online, while collecting insightful data about how hate speech online propagates. This data will allow experts in the field to address the hate speech problem at a more systemic level. The uniquely advanced way in which #WeCounterHate tackles the prevalent problem of hate speech in social media has resulted in interest from more than just the expected industry publications and news organizations. Some very influential, mission-oriented players in this space have also taken notice. We were approached by, and are having ongoing conversations about our technology with, an incubator within Google called Jigsaw, whose mission is to tackle some of the toughest global security challenges facing the world today. They’ve found our approach to be wholly unique and worthy of continued exploration. They’ve expressed an interest in using the data we’re gathering in a Kaggle competition. Our efforts have also resulted in ongoing conversations with a United Nations mandated initiative called Tech Against Terrorism, whose mission is to support the global tech industry in an effort to tackle terrorist exploitation of its technologies.