Sending a message to extremists
While online, young people are vulnerable to extremist ideologies that play on their insecurities as they struggle to find their place in the world. ‘Educate Against Hate’ was a campaign aimed at arming parents, teachers and school leaders with vital tools to keep young people safe. A carefully designed online portal allowed users to apply their own experiences and concerns to the content. Direct mail posters and collateral material continue the dialogue, driving traffic to the portal. In the first few weeks of launch of the campaign, the portal attracted 135,659 users and gained over 384,915 page views. Across Facebook and Twitter, the campaign received 9,500 likes, gained almost 4,900 followers, with over 26.5 million earned impressions.
Role: Creative lead + Copywriting