FREE RADICALS: SEARCH RESPONSIBLY

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.

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

CCO: Alvar Suñol CD: David "Cuervo" Alvarez Art Director: Luzalma Gonzalez