A global survey conducted by UNESCO in 2023 revealed that 74% of people under 30 get two or more hate messages daily, and 90% believe that social media platforms particularly should address the issue. In response, the See The Good movement is launching its first anti-hate campaign starring global celebrities that promote tolerance among young Canadians.

The campaign comprises a series of celebrity-narrated videos encouraging youth to change the conversation on social media by celebrating diversity in all its forms. The videos feature inspiring stories of people from marginalized cultures and visible minorities around the globe who have advanced humanity with innovations, discoveries and human rights initiatives. Actor Michael Douglas narrates one of the clips, along with other supporters of the movement such as Gene Simmons, Daryl Davis and Montana Tucker. See The Good is launching a new video every week on social networks.

The campaign also includes selling products and clothing with positive slogans via the See The Good website, with all earnings benefiting the initiative. In addition, the organization is launching a contest in which Canadians can create inspirational content to be shared on See The Good’s social networks. Content creators, writers, artists, musicians and filmmakers can also enter a global creative contest by developing content that reflects See The Good’s values and sharing it on social media for a chance to win $5,000.

Anthony Wolch, co-founder of the campaign in Toronto, tells strategy that online hate is not just a social problem, but has become a public health emergency. He adds that in 2022, Statistics Canada revealed that more than 70% of young people are exposed to online hate, and more than a third of cyber hate crime victims are under the age of 25. Also, one in eight young people view online content that may incite hate or violence on a daily basis.

“It is imperative that we all join together to solve this problem,” Wolch says. “See The Good is a platform that everybody can get behind and join. We are not asking anybody to choose sides, nor are we presenting anything divisive. One thing we can all certainly agree on is that it is our moral obligation to create a brighter future for all young people.”

Wolch notes that See The Good saw a good opportunity to leverage the reach of celebrities from different industries to engage as many young people as possible with a message of hope and optimism.

“Our See The Good celebrity narrators have millions of followers worldwide,” he says. He adds it was also a good platform to get exposure and showcase the movement’s full roster of ambassadors, which also includes rock legend Geddy Lee, Egyptian human rights activist Dalia Ziada, Emmy-nominated actress Mayim Bialik and sports stars Samoa Joe and Nick Lowery.

The campaign is being supported by organic media through celebrity ambassadors. Wolch says content creators from around the world are creating additional content, and many photographers have donated their work for use in social posts. See The Good also launched OOH advertising in Toronto, with space donated by Grassroots Advertising.

“We have no media budget. As a non-profit campaign, our reach will be entirely organic. In the future, we plan to be in cinemas,” Wolch adds. “We welcome the opportunity to discuss our campaign with corporate sponsors. We are looking for ways to amplify the message in every possible way.”

See The Good is a global movement to stop hate based on race, gender, colour and religion. Through its social media channels, it shares moving stories to encourage embracing the positives and helping others choose to focus on the good in their lives. It has an extensive list of ambassadors and sponsors, including Raoul Wallenberg Centre for Human Rights, Canadian basketball team Winnipeg Sea Bears, and full service sound facility Vapor music.