Stop Hate For Profit
This campaign, spearheaded by ADL, aimed squarely at giants of the tech world, primarily Facebook, challenging their practices regarding the moderation of hate, extremism, and misinformation on their platform.
Logo, Graphic Design
A zeitgeist-shaping initiative
Stop Hate For Profit (SHFP) - A Movement's Overview:
Launched on June 16, 2020, SHFP was more than just a campaign; it was a clarion call. Over 1,200 companies heeded this call, pausing their advertisements on Facebook, thereby exerting pressure on the platform. The goal? Compel Facebook to implement measures ensuring that hate speech, extremism, and the propagation of conspiracy theories were no longer monetizable avenues on their platform.
The Influence of SHFP in Numbers:
Garnered the support of 1,200+ brands, pausing their ads during July.
Generated 1.1M campaign social mentions.
Averaged 64k mentions per day.
The hashtag #SHFP saw 160.3k mentions.
Achieved 23 million social media impressions.
An average of 1.4M impressions were recorded daily, with 22K post impressions on average.
Traditional press mentions exceeded 13K during the launch weeks, and this number surged to over 25K throughout the campaign.
During the design process for the logo, I experimented with various symbols that could encapsulate the essence of 'hate' within the realms of technology. My final selection was an image of a fractured phone, equipped with an "angry" mouth. This design encapsulated the notion that while technology, especially social media, is a powerful tool for communication, it also comes with significant responsibility.
Ripple Effects of SHFP
The campaign's message resonated with over 50 A-List celebrities who endorsed it, amplifying its reach to their combined 1.9 billion followers.
Worldwide exposure was achieved through its feature in more than 3,800 news articles, reaching an audience exceeding 12 billion readers.
While SHFP's primary target was Facebook, the campaign had significant reverberations across the social media landscape. Platforms such as Reddit and, notably, Twitter, revisited and revised their content moderation policies to stem the proliferation of extremism, hate, and misinformation.
One of the most momentous outcomes of the SHFP initiative was the de-platforming of former President Donald Trump. His consistent dissemination of misinformation, hate, and conspiracy theories was in direct violation of community standards, leading to his ban.
In retrospect, the Stop Hate For Profit campaign stands as a testament to the power of collective action, and I take immense pride in having played a pivotal role in its visual and conceptual realization.
Furthermore, the impactful "Stop Hate For Profit" campaign didn't just resonate with the masses, but it also garnered accolades from the industry. It was honored with a Shorty Award in the Nonprofit category, further cementing its significance and effectiveness in the realm of social media campaigns and advocacy. This award stands as a testament to the hard work, creativity, and dedication that went into bringing this initiative to life and underscores its transformative influence in the digital world.
