Creative & Visual, Digital Experience, Innovation & Technology, Social Impact

#nohate – Let’s remove hate from the internet together

When everyone is shouting, no one is heard.

Client: TrollWall & Seesame

What we used: Digital Campaign , Influencer Engagement , Insights & Ideation , Media Relations , ,

Do you know how many hate comments there are on Facebook? Thanks to a special AI, we do. In Slovakia, it’s about 15%. That is why we partnered with TrollWall. A Slovak AI community management tool that can detect, identify, and hide hate comments on Facebook and Instagram. And together we started #nohate initiative in Slovakia with the aim to help change haternet back to internet.

Is online hate speech a topic that people and businesses care about?

We also wanted to know. 🙂 Therefore, even before the start of the initiative, we approached potential members to find out if this topic would resonate. And it really did. We had over 45 members on launch day. And within 6 months, number of members increased to more than 130. Over time, we also tested whether the initiative has an impact on how online discussions look like. Analysis of a sample of almost 7 million comments showed that while the average number of visible hateful comments on Slovak Facebook is 15%, it is only 2% on the profiles of #nohate members.

How does #nohate work?

The initiative was and still is open to everyone who is willing to pledge to MONITOR, IDENTIFY, and REMOVE hate comments from their own online channels.

We do not determine what is and what is not hate. Administrators must determine this boundary themselves. But we wanted to give community managers tools and recommendations on how to manage their discussions well and consistently. So that people feel safe in them and are not afraid to contribute to them. Therefore, together with lawyers, experienced community managers and psychologists, we have prepared recommendations for administrators on how to do it.

We spend so much time in the online space that it willy-nilly pushes the boundaries of what we consider normal and acceptable in the real world as well. In the digital world the so-called the broken window theory applies as well. It states that a dirty environment motivates other people to create more dirt. And decent people usually don't want to get involved in dirty discussions. Then we can’t be surprised how it looks in the discussion on Facebook. Dávid Benedig, Head of Digital Experience, Seesame

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The results

130+ members of #nohate including the biggest brands or institutions
Two unique analyses of the Slovak Facebook environment on a sample of more than 7 million comments
The difference in the average hate on profiles between members (2%) and non-members (15%) #bezhhejtu
More than 150 organic outputs on members’ social networks (both corporate and personal)
Almost 200 quality media outputs
Over 100,000 comments under #nohate member monitoring

Awards

IN2 SABRE Award, EMEA, category: own category – tackling hate speech in online space
Certificate of Excellence Sabre, EMEA SABER, category: Start-up marketing
Shorlitst EMEA SABRE, category: Technology: Software & Services