Between September 2022 – July 2023, Moonshot partnered with the McCain Institute and Ketchum to deliver digital campaigns connecting parents and concerned adults across the United States with the resources needed to safeguard youth against online mobilization to hate-based violence. These campaigns—delivered across five online platforms—connected parents and other concerned adults to the SCREEN Hate website.
SCREEN Hate launched in September 2022 after being announced at the “United We Stand Summit” at the White House, and is the first nationwide initiative aimed at equipping bystanders to prevent acts of hate-based violence perpetrated by youth. The campaigns included behavior-based bystander engagement campaigns on Google Search and YouTube, as well as wider community outreach campaigns to build brand awareness on Reddit, Facebook, and Instagram.
This report details the national findings from the SCREEN Hate online campaigns and is the first public report on Moonshot’s work with “bystander” audiences (i.e. family, friends, or peers of individuals at risk of mobilizing to violence). It includes geographic and behavioral insights into user engagement, as well as the results of comparative testing on user engagement with our YouTube campaign ads. The final section includes recommendations for future programming for practitioners working to engage with concerned bystanders through online campaigns.
