Counterspeech
Facebook
I increased the amount of reported hate speech on Facebook and improved brand sentiment by creating resources about the company’s counterspeech efforts.
Context
Facebook works with organisations across the globe to fight back against hate speech. I partnered with Stink Studios to create a content strategy and platform to increase users’ ability to identify and respond to harmful content.
Problem
Facebook users see a high amount of hate speech and don’t know how to protect themselves or respond to it.
Solution
Create a website that educates people about counterspeech and gives them tools for combatting harmful content.
Impact
36% increase in users reporting hate speech
3x the amount of time spent on the website (compared to success criteria)
Significant uplift in brand sentiment by users who engaged with the site
My work included:
Consulting on the website design
Creating the site information architecture
Creating voice and tone guidelines
Writing all of the website content
Leading the international stakeholder approvals process
Collaborating with Facebook leadership on the website launch
Note: The website was taken down in 2023. A majority of the content was moved to the safety section of the Meta website.
