Free Radicals Web
Search Responsibly, a collaboration between multicultural advertising agency ALMA and the Free Radicals Project, led by reformed white power leader Christian Picciolini, leverages the same technology to recognize at-risk individuals and lure them to WeAreFreeRadicals.net. “When ALMA approached me with this idea, I knew it was a compelling strategy immediately,” explains Picciolini. “The same tactics that once engaged me on the streets are still being used on the internet – and they’re even more effective online. This project helped us target individuals who might be at the early stages of extremist radicalization and have an honest conversation about how hate groups deceive and recruit, and how searches like their have led to horrific humanitarian crises.” Under Christian’s guidance, ALMA’s digital team identified keywords and created ads that would appeal to at-risk individuals leading them to WeAreFreeRadicals.net, which is designed to slowly introduce facts to the user to sway them in a positive direction. Visitors were also retargeted on social media once they had been to the site. To prepare, the team members spent months “under cover” digging into alt-right sites, joining the communities and observing the discussions, context and keywords to understand the psyche of the target. “As a multicultural advertising agency, we are sensitive to the tensions in today’s climate” says Michael Sotelo, VP of Digital Integrated Solutions at ALMA. “This project was a way to use our expertise and capabilities for good – for channeling the most hateful searches and driving them to a positive and reformative cause like Christian’s Free Radicals Project.”
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