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US Creative Work of the Week: Possible counters hate speech with donations campaign


By Kyle O'Brien | Creative Works Editor

February 14, 2018 | 2 min read

A campaign by agency Possible is trying to reduce hate speech on Twitter by turning retweets of hateful messages into donations for a good cause.

The agency noted that hateful speech is rampant on social media, especially Twitter, and they decided to do something about it with WeCounterHate, a technology-based solution to counteract hateful language.

Using machine learning, it first identifies hateful speech on the platform. A human moderator then selects the most offensive and most dangerous tweets and attaches an undeletable reply. It informs recipients that if they retweet the message, a donation will be committed to an anti-hate group (currently, this is Life After Hate, a group that helps members of extremist groups leave and transition to mainstream life).

WeCounterHate seeks to change perceptions and behavior, with the biggest goal to reduce the amount of hate speech on the internet. For its efforts, the agency's campaign was voted the US Creative Work of the Week by our readers. See the work by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

WeCounterHate: #WeCounterHate by Possible

By WeCounterHate

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