Client: Christian Picciolini
Free Radicals was a digital intervention campaign developed in partnership with Christian Picciolini’s platform, WeAreFreeRadicals.net. Using Google Search Ads, the campaign intercepted individuals vulnerable to extremist content by mirroring the language of real extremist searches and redirecting users toward credible, fact based alternatives.
Grounded in empathy rather than confrontation, the work disrupted paths to radicalization through subtle messaging and educational content. Christian Picciolini’s lived experience shaped the tone and approach, ensuring the campaign remained human, credible, and effective while challenging harmful narratives in digital spaces.
My Role
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Defined the overall look and feel of the Free Radicals digital experience, establishing a visual language rooted in clarity, credibility, and empathy.
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Designed the Free Radicals website, shaping layout, hierarchy, and interaction to support gradual perspective shifts rather than confrontation.
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Developed the logo and visual identity for the platform, ensuring it felt trustworthy, human, and appropriate for sensitive subject matter.
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Contributed to strategic research and keyword analysis, and designed social ads retargeted to individuals who engaged with the Google Search Ads, reinforcing the message and disrupting the path to radicalization.
