Every 23 seconds, a homophobic remark is posted online. And ignored. To help people realise the gravity of the problem, Rethink transposed cyberhomophobia in the real world, using the impact of outdoor media to prompt a visceral reaction from passersby. It was shut down by police in 20 minutes, but online the same messages are still there, thus proving a point. The outdoor experiment was turned into a social video that became Fondation Émergence’s most engaging piece of social content ever. Following the multiplatform campaign, Twitter saw an 8% increase in reporting of hate speech.
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