SMALL STEPS
We worked with Facebook to raise awareness for Small Steps, a UK based NGO, made-up entirely of former far-right members. They work against the far-right by providing education and a lifeline for people trying to get out.
We launched with an online video starring Nigel, the founder of Small Steps. The video was a highly targeted search play, placed in front of people that were searching for a way out of the far right. Or who were searching for hate videos.
The film begins with visuals more likely to be seen in a far-right film. We wanted viewers drawn into Nigel's story before realizing that it was a video speaking against the far right.
CREATE AGAINST HATE
IG WEBSITE
We turned the Small Steps IG account into a very user friendly info portal, with website style UX. We knew younger people were getting a lot of their info on social so wanted to make sure the help and education was right where they'd find it.
@LOVEBROUGHTTOYOUBYHATE
Everyone is familiar with the swastika, but no one knows all the other symbols far-right members use to communicate with each other, so we created an encyclopedia on Instagram and transformed these symbols of hate into symbols of hope. Here's a few: