Our flagship content campaign that reached over 35,000 people who are vulnerable to right wing conspiracy theories.

Goal: Educate people on the destructive forces of the internet.
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Insight: When you are tumbling down the conspiratorial rabbit hole anything an expert or authority figure has to say to you is immediately dismissed. Can we make people come around to a new idea by wrapping it in speech that feels familiar and delivered by influencers that are actually trusted?

Idea: What happened to truth? Through the power of Cameo, we get right wing heroes like Sarah Palin and Joe Arpaio to share our message through Youtube pre-roll ads strategically placed in front of conspiratorial content.

The website, with its intentional early internet vibe, feature a straight-forward narrative about the 4 destructive forces of the internet that underly the Foundation’s mission, leading to a sign-up form. At an 18% conversion rate of visitors to signups, it was clear people were listening.