Free Radicals:
Search Responsibly
Advertising Agency: Alma DDB, Miami, FL
Role: Creative / Digital Art Director.
Search Responsibly an idea which exposes the pitfalls of hateful internet searches and aims to prevent recruitment to violent extremist groups via paid search.
Webby Awards:
Online Guerrilla & Innovation - Finalist 2019
Digital Campaigns - Finalist 2019
Adweek's Project Isaac Awards:
Gold - Best Practices: Data Invention
Gold - Marketing and Advertising: Brand Performance Invention
The One Show
Creative Use of Data Winner 2019
We 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.
The internet search bar is today’s ultimate confessional. Unfiltered, people turn to the internet to search for things they’re ashamed to say out loud. Violence-based extremist groups use these searches to identify potential new members and lure them into rabbit holes of propaganda, conspiracies, and fake news sites – ultimately recruiting them.
We drove individuals to our website by creating Google Search Ads with headlines that mimic extremist messages.
As users scrolled, we showed how searches like theirs have been precursor to violent outcomes.
Visitors were also retargeted on social media once they had been to the site.
