Google Tackles ISIS Propaganda with Anti-Terrorist Ads

Jigsaw, a Google incubator formerly known as Google Ideas, is teaming up with London-based startup Moonshot CVE to create a program to dissuade potential recruits of extremist groups, as reported by RT. The program is called the Redirect Method and uses ad technology to show information that refutes pro-ISIS narratives.

The Redirect Method is a new way to confront online radicalization with targeted advertising https://t.co/ySc8XK6MU6 pic.twitter.com/rZwUiZsFOK

— Jigsaw (@JigsawTeam) September 7, 2016

According to BizJournals, Yasmin Green, head of Jigsaw research and development had this to say about the project, "This came out of an observation that there's a lot of online demand for ISIS material, but there are also a lot of credible organic voices online debunking their narrative."

"The Redirect Method is at its heart a targeted advertising campaign: Let's take these individuals who are vulnerable to ISIS' recruitment messaging and instead show them information that refutes it."

The program has recently concluded an 8 week pilot study, according to Fast Company. Before launching the study, Jigsaw members did intensive research to find what motivated former ISIS- sympathizers to support the terrorist group. Based on the results, they created an advertising campaign which targeted internet users whose search words made them a possible candidate of radicalization.

In the 8 weeks when the pilot study was conducted, it was able to reach an estimated 320,000 unique individuals, of which half were believed to show positive sentiment towards ISIS. As to what content Jigsaw wanted to show potential sympathizers, they decided to focus on citizen journalism and documentary footage of what life is really like under the ISIS, as well as highlighting religious debates and testimonies from former ISIS supporters who had left.

They also plan to use the Redirect Method on North American extremists, as well as potential ISIS recruits and white supremacists. This second phase if set to begin later this year.

Ross Frenett, co-founder of Moonshot CVE, says, "The interesting thing about how they behave is they're a little bit more brazen online these days than ISIS fan boys ... In the UK, if someone in their Facebook profile picture has a swastika and is pointing a gun at the camera, that person is committing a crime. In the US, there is absolutely nothing wrong with that."