The Facebook Redirect Programme (FRP) is designed to combat violent extremism and dangerous organisations by redirecting users who have entered hate or violence-related search queries towards educational resources and outreach groups. A pilot of the programme was launched with delivery partners Life After Hate in May 2019 and Exit Australia in September 2019. It was specifically designed to ensure that individuals searching for white supremacist and/or neo-Nazi communities on Facebook would be offered authentic, meaningful and impactful support off-platform. The purpose of this pilot was to test the programme design and inform future deployments targeting both new geographies and other hate-based communities.

Moonshot was contracted by Facebook to evaluate the pilot period of programme performance and make recommendations for future deployments. This report evaluates the pilot programme by examining:

  1. Facebook’s use of keywords and the safety module as a method of redirecting people off-platform;
  2. The full user journey from Facebook to delivery partner landing pages;
  3. The extent to which the pilot can be considered a proof of concept for future deployments.

More information on Facebook’s counter speech initiatives can be found at counterspeech.fb.com.

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