SCREEN Hate is a national community awareness initiative that equips caregivers and concerned adults with the knowledge, tools, and resources they need to keep youth safe from online messages that could incite violence. SCREEN Hate is the first nationwide campaign aimed at equipping these bystanders to prevent acts of hate-based violence perpetrated by youth.
National Findings Report
The SCREEN Hate resource hub and accompanying online campaigns were announced at the White House “United We Stand Summit” and launched on September 15, 2022. The campaigns—designed and implemented by Moonshot, the McCain Institute, and Ketchum—included behavior-based bystander engagement campaigns on Google Search and YouTube, as well as wider community outreach campaigns on Reddit, Facebook, and Instagram. SCREEN Hate’s National Findings Report details the findings from these online campaigns, conducted between September 2022 and July 2023. It includes geographic and behavioral insights into user engagement, as well as the results of comparative testing on user engagement with the campaign’s YouTube ads. It also includes recommendations for future programming for practitioners working to engage with concerned bystanders through online campaigns.
