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Moonshot fights extremism with Google ads promoting mental health – Source fastcompany.com

How do you pull people out of the rabbit holes that lead to violent extremism, or keep them from falling in? If conspiracy-laced hate is another kind of pandemic pushed by online superspreaders, could we build something like a cure or a vaccine?

The deadly Capitol riot on January 6 has set off a fresh scramble to answer these questions, and prompted experts like Vidhya Ramalingam to look for new ways to reach extremists—like search ads for mindfulness.

“It’s so counterintuitive, you would just think that those audiences would be turned off by that messaging,” says Ramalingam, cofounder and CEO of Moonshot CVE, a digital counter-extremism company that counts governments like the U.S. and Canada and groups like the Anti-Defamation League (ADL) and Life After Hate among its clients. But Moonshot’s researchers recently found that Americans searching for information about armed groups online were more likely than typical audiences to click on messages that encourage calmness and…

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Source : fastcompany.com

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