FREE RADICALS: SEARCH RESPONSIBLY
Johann Lopez
PROJECT DETAILS
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 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.
AWARDS
One Show
Merit - Creative Use of Data
Adweek's Project Isaac Awards
Gold - Best Practices: Data Invention
Gold - Marketing and Advertising: Brand Performance Invention
Webby Awards
Finalist - Digital Campaigns
Finalist - Online Guerrilla & Innovation
TEAM
CCO: Alvar Suñol
CD: David "Cuervo" Alvarez
Art Director: Luzalma Gonzalez
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Posted Dec 4, 2023
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.
