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2019 One Show - Creative Use of Data

Search Responsibly

Agency Alma DDB / Miami

Client Free Radicals
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OS_CU19019M

About the Work

2017 was a year of extremes, which divided America. Murders by white extremists and far-right groups nearly doubled. When we think of violent extremists, we picture skinheads, Klans, militias and ISIS. But it’s different now. The internet has changed things and turned the search bar into the ultimate confessional. Extremist groups prey on the vulnerability of these searches, targeting fears that can be manipulated into hate and violence. So, we created FREE RADICALS in partnership with former neo-Nazi Christian Picciolini to undermine the ability of violent groups to recruit at-risk youth. To direct troubling searches away from extremist propaganda with paid search ads with that mimic extremist thinking and drove to a landing page designed to make visitors more open to receiving our counter-narrative. As users scrolled, we showed them how searches like theirs have been the precursor to violent outcomes and directed users to Free Radicals for help disengaging.