By The McCain Institute , Moonshot and Ketchum

In September 2022, the McCain Institute, in collaboration with Moonshot and Ketchum, launched SCREEN Hate, an initiative that provides caregivers and concerned adults with the knowledge, tools, and resources needed to keep youth safe from online messages that could incite acts of hate-based violence. SCREEN Hate is the first nationwide campaign aimed at equipping bystanders to prevent acts of hate-based violence perpetrated by youth. SCREEN Hate was created as part of a two-year project for the Center for Prevention Programs and Partnerships (CP3) at the Department of Homeland Security (DHS), funded through the 2021 Targeted Violence and Terrorism Prevention Grant Program.1 The SCREEN Hate resource hub and accompanying online campaigns launched on 15 September 2022, having been announced at the “United We Stand Summit” at the White House. 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. This report details the national findings from the SCREEN Hate 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 our YouTube campaign ads. The final section includes recommendations for future programming for practitioners working to engage with concerned bystanders through online campaigns.

Washington, DC: Moonshot, 2023, 28p.