In October 2015, we invented the dislike button. But how?
We posted a 30’ video on the LICRA Facebook page, which features people of all ages from all walks of life expressing day-to-day racism.
To watch the video, the user has to upturn his phone. The Facebook interface is then naturally reversed.
A message appears at the end of the film: "If you don’t like this video, don’t like this video."
The user is thus prompted to click on the "like" button, which, upside-down, is becoming a dislike.
Execution
We posted our 30’ video on the LICRA Facebook page on October 20th.
We targeted mobile users only.
In less than a week, the film has been seen more than 7 million times, getting more than 143.816 (dis)Likes, increasing the numbers of fans by 482%.
But more important, 78% of people who were exposed to the campaign now believe that the fight against racism and anti-Semitism has to be a priority.
81% of people who were exposed to the campaign may have the intent to report racist and anti-Semitism contents that they encounter on Facebook.
The Strategy
We targeted young people among 13-24 year-olds, the youngest and most active fringe of Facebook users. They’ve been away from the anti-racist campaigns of the 80’-90’, and are often lured with conspiracy theories that give them the illusion of being smarter than their Facebook friends. A disproportionate majority of them is anti-racist, but a silent majority.
85% of them get a Facebook account.
More than 90% of them connect themselves to Facebook from their mobile device.