 Good afternoon everybody. Can you hear me? Can everybody hear me? Great. My name is Bobby McKenzie and on behalf of New America I am honored and thrilled to have you here today for what is truly a timely event and a much-needed event But let me just take a minute to tell you a little bit about my own work here I moved here. I guess it just over a year ago from the Brookings institution and I moved here to do some work looking at Muslim communities at the local level and one of the things that I kept hearing across the country From community members is that there were lots of Negative things happening women's having the jab pulled off young kids being bullied and harassed and so on and so forth and I didn't know if things were actually worse or if they felt worse because of the election cycle and Because we had people who were running for office who were saying pretty horrible things about minority communities and specifically Muslims and so I pulled together a team of researchers and we Built the most comprehensive map that looks at anti-muslim activities at the state and local level And we wanted to see if things were as bad as people said they were Or did they feel like they were that way? but perhaps not and what we found is that there was a Remarkable and troubling spike in anti-muslim activities and what we would learn over time of course from work like the ADL and others is That the things that were happening to the Muslim community in the US were happening to other minority communities because the folks who hate Don't just hate Muslims. They hate gays. They hate Jews. They hate blacks. They hate women. They hate immigrants and This should really really concern us and so I'm delighted to have ADL here with us and And so many others today, and I'm also delighted that in the very near future that we're going to be launching a project with ADL looking at hateful conduct online and This is a online dashboard that will monitor hateful conduct on Twitter targeting all minority communities What I think is exciting about what George Salim has pulled together here is that we're moving away from just what today's event is is moving away from just research and and theory but into practice because it's at the local level it's at campus colleges across the country Where innovations are taking place where kids come together? Young folks come together. I don't want to insult anyone To confront address these folks beat these kinds of problems and so I'm really really excited I've got a thousand questions for George. Most of all is how the hell did he pull this together so fast? I know he joined ADL just a short while ago, but George is a old colleague and friend and if there's anybody that can pull together Fantastic projects in short order. It's George Salim So I just want to end here by thanking everyone for coming today I am again delighted to host ADL But I I wish it weren't the case that we see these kinds of horrible spikes in hateful crimes and Hate speech across the country But the the silver lining is I think is that the last couple of years has forced people to Recognize the need for us to come together to mobilize To think about how we can be more innovative for folks like George to take on projects like this So I want to turn it over now to Jonathan Greenblatt Who's going to say a few words on behalf of ADL, but again on behalf of New America. Thank you very much We are really really thrilled to have you here today and really excited to to hear the the presentations from the three universities Thank you So thank you Bobby for that introduction. Good afternoon everyone. I'm Jonathan Greenblatt I'm the CEO of the ADL and absolutely delighted to look at look at this room and see some friends and see some new faces and Just so so pleased that ADL is working in partnership with New America So I really want to thank Bobby and thank my friend Anne-Marie Slaughter I know couldn't be here because we couldn't be happier to be working in collaboration in this beautiful venue on These issues would matter so much and I'm so glad as you said Bobby. This is the start of a rich partnership So one of the biggest challenges we find at the ADL Facing civil society today is growing hate and extremism and It's increasing pervasiveness and we see it now in the political conversations in ways that just a few years ago You wouldn't have ever imagined And we see it in public spaces in ways that are incredibly alarming and indeed we see it increasingly at colleges and universities Hate groups have demonstrated skill and sophistication with their use of marketing and technology and recruiting to try to exploit academic freedom and Penetrate the places where young people come together to discover and to learn and In this moment where there is so much polarization where there seems to be more and more division We know that this kind of bias and intolerance It really threatens to erode the threads that hold our whole social fabric together It's my friends in the audience who are Muslim. You know what I'm talking about It's my friends in the audience who are from communities of color. You know what I'm talking about And to my friends in this audience who might not be from this country Who might be the children or grandchildren of immigrants or refugees if you open up the newspaper, you know what I'm talking about For the second year in a row the FBI's official reporting on hate crime statistic shows a rise a rise of five percent overall But particularly pernicious or crimes against people based on their race based on their faith Based on their national origin or their sexual orientation And the fact of the matter is is that bigotry doesn't just happen in a vacuum. It is learned and It can escalate as we talk about often at ADL We sometimes explain this phenomenon as a pyramid of hate and what can start with name-calling Can mutate into prejudice Can escalate into harassment Violence and and worse so it is imperative That we move kind of like Bobby said from talking about the issues right and spreading the word to actually finding solutions to address it head-on Innovate against hate uses that wisdom of local communities to implement creative counter narratives in The battle against hate so we can build stronger networks of understanding and This was created and I'm gonna take a moment to thank some of the people behind it in Response to what we see at ADL the rising the rise in proliferation of hate on college campuses You know we track anti-Semitic incidents at ADL and to think that in 2017. We saw an 89 percent increase year over year Acts of harassment vandalism and violence on college campuses directed at people because they were Jewish identity or Jewish institutions Think about that in the year 2017 almost a 90 percent increase just year over year And so then the question becomes well, how do you deal with it? Well, there are no there is no one better positioned to deal with it than the students on these campuses themselves This problem won't be solved by old people and suits and ties It's actually going to be tackled and thwarted by the students themselves So I'm gonna hand over the program to George in just a moment But let me take a moment to just acknowledge that I remember when Tony first came to me goodness It must be like a year ago, right with this idea of Work he was already undertaking and thinking about how we could give it scale And then I had the so I give tremendous credit to Tony for your creativity and innovation and making this possible And I also will echo Bobby sentiments to thank George Salih George is our senior vice president programs at ADL. He'd been with us less than a year But this kind of engagement that brings together people across lines of faith across lines of race To think about how can we come together and fight hate? It's exactly kind of work that George does every single day and he does it through a network of offices in Derone Ezekson is here. He's the regional director of our DC office And many of the people from the DC shop are here today We are doing this work across the country and we couldn't be prouder to do it in Partnership with New America today, and we couldn't be prouder to do it And sort of pass the baton if you will to all of you the young people who really got the ideas that can make change happen So without any further ado, let me thank our panel of judges and hand the program over to George Good afternoon everyone Good afternoon everyone So you're sitting here in this room, and you're thinking to yourselves I'm the audience. I'm the studio audience today, and you're only half right This event is actually being live-streamed right now 26 ADL offices 25 of them in the United States one of them abroad are currently live streaming this event right now and Those 25 ADL offices have shared those links with many of their partners stakeholders and key community Persons that they deal with on a day-to-day basis And so there's a lot more people tuning into this event today Then are just here in the room those of you that are here in the room today have a special place in my heart because you Made it downtown Irrespective of what parade or may or may not have been happening today And for those of you that are checking in with us online We're so thrilled you could dial in and we're looking forward to a great program So let's go ahead and jump right into it first of all Jonathan and Bobby Thank you for the great introduction So as was introduced my name is George Salim and I'm thrilled Absolutely thrilled and delighted to brief you on this new program today innovate against hate where student teams dedicate their entire Spring 2018 semester to pushing back on all forms of hate and intolerance on college and university campuses across the country Three university teams competing today from we see the banners over here on the side University of Maryland University of Nebraska and Boise State University We're selected after going through a very competitive first and second round judging process out of 19 teams total Let's put up a slide to show you where those kind of 19 teams started from across this semester This was really our pilot semester where you see the indications of where all the programs took place across the country as Far as what you are going to see today Each one of these teams to give you a sense of the agenda will give their presentation a summary of their brief for about 10 minutes Followed by a brief question and answer period by our distinguished panel of judges, which I will introduce here shortly After all the teams have presented the judges have scoring sheets and have Criteria which they will be evaluating all the programs on the judges will then retreat to an undisclosed location They will tabulate their scores and the folks online will not have any type of audio or visual contact with the judges during that period and The judges will come back here and we will announce first second and third prizes for the teams here today So the the awards and plaques of money from first second to third place are for $5,000 $3,000 and for $1,000 Respectively we'll take some photos and we'll kind of wrap up the event here today And so I alluded to a distinguished panel of judges and I want to start by Introducing that panel of judges here today in no particular order and somewhat different order from what they're sitting here today I want to start out by introducing a new friend, but hopefully a long time colleague and associate mr Ashley Bell Ashley Bell is the founder and chief executive officer of 2020 bipartisan Justice Center United to elevate issues disproportionately affecting communities of color above partisan politics Mr. Bell founded 2020 as part of his mission to fundamentally change the way in which the American political system addresses Racial justice issues actually please stand up and acknowledge To his right. I want to introduce Fariba Yasi from Facebook Fariba is a policy manager Focusing specifically on developing and helping to implement counterterrorism policy across all of Facebook's platforms Prior to joining Facebook miss Yasi spent 12 years at the Albright Stonebridge group and her work at Facebook And that Albright Stonebridge cover a number of different regions Paramountly in Turkey, Latin America, Europe and the Middle East Fariba. Thank you for being here today Next a long-time Mentor friend and colleague Imam Muhammad Majid who serves as the executive director of the all-dulless area Muslim society As well as the executive Imam He is the chairman of the International Interfaith Peace Corps and former president of the Islamic Society of North America Imam Muhammad Majid has a long and distinguished history of commitment to public service through many organizations To include but not limited to the peaceful families project. Imam Majid, please stand up and be recognized Next mr.. Rana strata who serves as senior vice president of corporate social responsibility and community engagement for univision Communications based in Washington DC mr.. Estrada is responsible for developing and nurturing strong working Relationships at both the local and national level with community organizations key stakeholders Including businesses non-profit federal state and local organizations Ron, please stand up Next miss Sally O'Brien who serves as senior vice president of institutional partnerships at the Pew Charitable Trusts Sally O'Brien has led the development of strategic and philanthropic partnerships at Pew since 2010 She was previously at John Hopkins University where she serves an associate dean for development and external affairs at the Kerry Business School and before that she was the director of development at the Bloomberg School of Public Health Sally Please stand up. Thank you and Last but not least given the nature and scope of this presentation I want to introduce a friend and colleague from the ADL team Amy Blumkin Amy is a visionary marketing professional who has worked with some of the most respected and well-known Brands across the globe to include AT&T American Express Disney and the Super Bowl She currently serves as the vice president of brand and marketing at ADL and in addition to all the Amazing work. She's done with ADL in the marketing and branding context She's an amazing colleague and associate that's helped advance the ADL mission and the times that were discussed earlier Amy, please stand up So before I invite the first team to stage I I'm in charge of setting the scene if you will and so what I'm gonna do is just for a few minutes I'm gonna walk through a few slides and share a little bit of background as to what went into the presentations That we're going to see judged and evaluated today So as the map shows here today this spring semester as I mentioned was our pilot semester of Innovate Against Hate Which had 19 participating schools from across 16 states that really span coast to coast as you can see here today And I'm happy to share that as we undertook this process the interest from campus leadership faculty and administrators was really Overwhelming when they heard that ADL wanted to come on to their campus and help expand the vision and mission of our work Within the ADL hallways every single day So what I'm going to describe for you here very briefly is what each of the university teams was asked to do Over the course of the 15 week semester that just concluded The students were enrolled in classes earning academic credit these classes that they were enrolled in Involved a variety of titles to include social digital or media type curriculum or content That developed tools and protocols and platforms to counter all forms of hate and extremism While at the same time promoting justice equality and inclusion on their on their college campuses The objectives of the program were made in a deliberate way so that they were very broad And so that there could be innovation and experimentation from the west coast to the east coast and everywhere in between So that campuses could really tailor the programs that they got into Within this structure we drove a very tight curriculum development model Which facility which was facilitated by full-time faculty that were actual course instructors So what this effectively means is over the course of a 15 week academic semester ADL Curricula was part and parcel of what the students did every single day across their entire academic semester Some students signed up for classes like digital meeting digital media mass communications or something related to that and they came in with a specific course title that they enlisted for and as they came into the course their professor said We're gonna put this syllabus aside for a second and we're gonna adopt Innovate ADL innovate against hate and that became the working syllabus for the college or university semester that the students applied throughout the semester Between 40 and a hundred percent of the students grade depending on the schools was based on the content and delivery and Metrics of this presentation that you will see from here today and since students are earning the grade I think it goes without saying they are compelled to do beyond a great job So let's jump ahead What the students actually do so let me share with you what they do in very specific format Anywhere from five to fifty students within the class break up into a real-life agency and form numerous functional departments Just like any company or organization would do across the issue sets of advertising app development Budget graphic design research public relations social media video production the list really goes on Second they then conduct and perform market research which guides their big bet their idea How they're really gonna tackle or address the problem set and then then create a creative idea brief which we call Part and parcel of the heart of this organization their creative brief is really what's developed around week five And is there blueprint for what they will conduct throughout the entire semester once ADL and in working closely with our Implementation partners that adventure partners sign off on the big better the idea we give them and this is a quote We give them one thousand dollar budget to go forth and implement now You might be thinking yourself one thousand dollars That's kind of a lot of money or maybe it's not I'm not sure on top of that The students get five hundred dollar and Facebook ad credits Thank you Facebook and now we push them out the door and we say go make this happen bring your idea to life And if you can stop for a moment and visualize for those of you not in the room from a college or university If you give a thousand dollars in cash to a small college classroom and five hundred dollars in Facebook credits and say go do something Amazing you can bet that they're going to do something amazing amazing Innovate against hate is all about the do something component here with the objective of making campuses Communities and the world a better place against all forms of hate So now to better understand the innovate against hate program It's my honor to introduce the first university that you'll be presenting today Let me start with introducing the University of Maryland to come out get set up and take the stage as I mentioned the University of Maryland will give a presentation for about 10 minutes to present followed by five minutes of question and answer from our judges So with that let me go ahead and ask the University of Maryland to come up We'll reset our slide and we'll turn it over to Maryland We are the University of Maryland and this is Maryland frame When attorney general sessions announced last fall that the deferred action for childhood arriving would be coming to an end University of Maryland student Nina watched it live shaking in tears Nina lives to blend in always driving cautiously and staying under the speed limit as an undocumented student herself Nina constantly is careful of who she discloses her status to Nina has decided to share her story because in her words Sometimes it's for the better that there's one less ignorant person in this world My name is Paige Padmore and my grandparents are immigrants that could be me My name is Marcella Goldring and I was not born in the US that could be me My name is Andal Paul and I am a second generation Indian American that could be me According to the dream education empowerment program out of the approximately 65,000 undocumented students that graduate high school each year only about five to ten percent enroll in higher education and Out of those who enroll only one percent of those graduate if Nina graduates from UMD She'll be one of 50 nationwide. The rest will not finish school According to a study done by UCLA 77% of undocumented students have reported moderate to severe financial anxiety in school It is particularly challenging for these students to find informed or trustworthy faculty and staff to support their needs and For students like Nina it becomes a question of where to even begin So we developed a pre-survey trying to figure out the general knowledge and climate on our campus We found a particular lack of knowledge when it came to the silent majority Understanding the grievances and the needs of the of the immigrant undocumented in international community Further we found that one in three students at the University of Maryland do not know what qualifies as a hate bias incident and Further if they did they do not believe it's accessible to report one or even know how to report it Because of this we had to target the silent majority those who are largely supportive of the immigrant undocumented in international students But stay silent or inactive when it comes to actively assisting their their peers So for the purposes of this presentation, we will refer to the immigrant undocumented in international community as the IUI community From here we conducted a multitude of ethnographic and interview-based research Looking at campus departments like those that facilitated trainings on campus like our undocuturps program We looked at student organizations like the Iranian Student Foundation and we talked to individuals and when we did we found a Long-standing problem the silent majority is either unaware of these grievances and needs of the IUI community Or they're aware, but they don't know how to help and how critical it is to do so So Marilyn frame set out to fix this problem Marilyn frame through multiple tests and revisions is an initiative designed to reframe attitudes on immigration Like Nina we set out to inform empower and mobilize the silent majority through our multi-platforms online campaign This campaign is broken up into two prongs the first being our social media aspect and then our mobile friendly website The website is a prototype for our mobile application. We envision to be our next step We developed a strategy using popular social media to create an engaged environment with our community as well as dialogue on the IUI communities issues We use our Facebook as a hub for our community to engage with each other as well as read relevant posts and our other posts from our Other social media platforms this platform We use to go towards ask FM where our community could contact us with questions Anonymously about the IUI community and our campaign campaign in general Our Twitter was used as a way to spread updates and concise messages about our campaign as well as our hashtag Marilyn frame Our Twitter was used to show Appealing content and so that included our photos from our events our blog posts and our BuzzFeed quizzes Our UT our YouTube channel showed our video content which include IUI community members Feelings on campus and this includes Nina's story On Facebook alone. We were able to engage and reach about 30,000 people and ongoing and With our BuzzFeed quizzes we use the BuzzFeed personality quiz interface in order to try to get our viewers to see different ways of Incorporating quizzes into our campaign and we were able to reach out to 300 people 300,000 people our in-person events included our Two tabling events outside of our student union our Maryland Day events Which is a campus-wide event and we got to interact with those people as well as a research presentation with a research summit With this we had 11,000 reached people from our in-person events 300,000 people from our BuzzFeed quizzes and 40,000 people from our social media initiative in a little over two months. We were able to reach almost 400,000 people So why does this matter? This is a quantifiable measurement of the effectiveness of our campaign. These people were reading our content They were engaging with it, but most importantly they were becoming more informed We took advantage of this growing online community and we directed them to our website MarylandFrame.org This website serves as a central hub for students faculty and members of the IUI community To go to get their questions answered and to also connect with one another Under our resources tab we included information on how to best help the IUI community For example a friend of Nina's could go to this tab to help her deal with her financial anxiety and to connect her with our student crisis fund We also created a blog where we posted our own original content and we invited the community to share their own work Here you can find both written and video posts from a variety of different perspectives and genres and this includes a vogue-inspired 70-minute video Highlights from campus events and also short stories and poems from the IUI students themselves We also included an events calendar and a hotspot page which highlighted relevant events both on and off campus This included the Festival of India and the Japanese American Film Festival So so far we have highlighted eight tactics that we used to grow our campaign But this all culminated into creating a mobile app We used the website as a prototype for this app and tested a variety of content and resources that we felt would be the most Impactful, but with this app users will have all of the resources within the palm of their hand We will also include two important new tools The first one is the most critical one This will give users a way to report hate crimes and hate bias incidents on campus through their mobile phone We will include buttons that connect them to the UMD campus police To our UMD office of diversity and inclusion and also to the anti-defamation league's Washington DC regional office The second feature of this app will be the buddy system and this connects local students with their new IUI peers with similar interests or programs of study This feature would allow current students with extensive experience on campus to introduce their new IUI peers To their new campus their new culture and to connect them with critical academic or language help So after we implemented our campaign We conducted a post survey and we found that now four out of five students understand what a hate Hate bias incident is and they're comfortable reporting this on campus Furthermore, we found that they were generally more informed on the grievances of their IUI peers We spent a total of $760 and in addition we had $500 of Facebook ad credits Our budget was split into three main areas the first to being production Which is our videos and also our branding The second is outreach which includes supplies t-shirts and giveaways and The third is technology which includes our website fees and also additional social media ad credits We calculate that we reached approximately 500 people per dollar spent This campaign was created with replicability and transferability in mind We plan to trademark and take this idea and pitch it and and interact with other communities Across the nation to create frame communities nationwide So join us and help the ninas of the world This is something that we have built and we plan to continue building this until we have a nation of framers Marlin friend Marlin frame Marlin frame reframing issues and attitudes on immigration This is Marilyn frame this could be us. Thank you Guess I'll go first first of all excellent job excellent presentation. I come in all three of your work A Question I saw the the result or the outcome of four out of five awareness of what defines a hate bias crime and You know at the beginning or part of your presentation You you presented some data some points again that very few students really were aware of what? That you know what that definition was Can you just touch a little bit on? exactly how You we came from the beginning to where there was little to zero kind of awareness to that four out of five I just want to make sure I capture that sure sure so we actually created a pre survey That was very similar to the survey that the ADL created to measure these kind of hate bias incidents on campus And when we put up that pre survey, we found it clocked in at about 33% Either didn't realize what a hate bias incident was or how acceptable it was and then and our post survey We found that it clocked in at about 19% so the way that we presented our data was that it was one in three that Didn't know and then the flip was that four and five agreed But if we were to do it a similar way, it would just have been that one in five Now did not know so it went from one in three to one in five I I also want to add that the initial survey was given around February And then the post survey was given. I think the end of April beginning of May I'll jump in You at the very beginning you talked about The challenge of the particular student who came forward and talked about her challenges Did you have any difficulty getting people to? Participate in this because there's been so much care and attention people don't feel safe So how did you overcome that so so that's actually a great question? And probably one of the biggest things we ran into when kind of trying to jump start this campaign So Nina's name isn't actually Nina and that's not actually her Which I which I figured was was kind of implied especially in this in this climate So it was just a matter of trying to gain trust first So the first videos that we did in interviews that we did were very Challenging to get the trust of these people But then as soon as they saw exactly what they had to expect on our website And we always gave the option that they could either have their faces blurred out or have it be a written blog Or anything that they felt comfortable with we were able to gain this traction because as soon as we were able to offer a platform To this community people took it by by the hands as long as they knew that they were safe with us And that was very rewarding for us How did you first of all like to say that thank you for your presentation? Let me think a lot myself, but There's Definitely some particular Focus group have you Reach out to particular Clubs or no marketing strategy. How did you go about it that make the community aware of this? So when we were talking about our messengers and how we started we talked to campus departments and student advocacy organizations in addition to these individuals so along with The Iranian Student Foundation. We also talked to our multicultural association. We talked to our LGBTQ Association we were talking to so many different Organizations to get these perspectives and really figure out what was already out there before we could create this initiative I don't know if you guys want to go ahead on that. Yeah As well as conducting these individual level interviews and talking to the UMD departments themselves It takes a lot of guts to come up here and speak and so eloquently so really well done One question I have for you throughout the campaign throughout the semester What challenges did you face and find that had to lead to kind of a Restructure perhaps or any sort of amendment to the strategy that you set out with at the beginning. I Think one that really sticks out to me Comes from your question getting people to speak to us and getting people to trust us and the way that we navigated around that is we First had to create a safe space for them to come to so we did work with the undocuturbs Organization which helps to support undocumented students on campus and they do a really good job of Protecting the safety and identity of these students. So we worked hard with them to figure out Ways to gain their trust and to figure out students who would be willing to speak to us and surprisingly There was a large number of students who opened up once we partnered with that organization Yeah, and I just say second was more of a logistical thing I think that you saw that we didn't reach our budget We had a we were a few hundred dollars short and that was because the videos that we had allocated that money to We wanted to spend more time getting that quality over that quantity So that was like giving the editors more time to edit giving more time for that to be generated And we had to push back some of our videos and then the deadline hit and we just didn't have time to do those videos also Sorry, I believe that it was a little bit hard to reach out to the silent majority at first We had to create all of these platforms and go to these in-person events to connect really with our Audience and also just make sure that we're pushing out content so that they're engaged in what we're doing I Was just gonna quickly add that in general throughout the entire process As we were learning how to strategically manage our resources our funds and our time between our group our campaign was constantly evolving Again great job I think you you did a great job of really isolating your audience and going for the silent majority But you know I'm thinking your own social media is hard to hide from everybody else That's not a part of silent majority. Was there any instances where you had a chance to speak to people who necessarily? Didn't understand what you were doing or just miseducated on the issues that you had to Find strategic ways of getting them to join a part of your your program Yes, so we had a few negative comments on Facebook about some of our posts about Undocuturbs trainings and different posts about just overall content and when we got those it was mostly about speech hate speech that sort of thing and about like content not contacting but doing different ways of addressing different hate speeches and Our campaign reached out to those people on Facebook and tried to set up a dialogue with them and talk with them But unfortunately we didn't they didn't reach back out to us But in an event when that would happen again, we have always tried to reach out to those people and talk with them Okay, so I'll bring up the the last question here and again echoing everyone's sentiments You guys did an amazing job on a very short time period and seven hundred and sixty dollars I'll take the work you did for that in my budget any day So you talked about sort of this growing so I'd love to hear from you about scale ability How do you take something like this and bring it to other campuses? Who do you reach out to how do you make this more of a movement and how do you scale it? Yeah, so the main aspect of our campaign that we want to bring to other campuses is our app And we feel like we have a solid template Of a bare-bones app that universities can take and form to the needs of their campus So we have two stages of implementation immediately Like right now we can just create a simple template for the app which would include a way to report Hate crimes it would also include a simple buddy system And it would also include a way for students to create their own profiles with their interests in their Majors of studies so that we could connect the students and we estimate that this will take around six to eight weeks to develop and around $10,000 in the future. We do want to make our app a little more complex We want to make the buddy system look a little like Tinder where people are connected automatically and it looks at your Location and people in your radius and just add other aspects to the app as well And that could take anywhere between six months to a year to create and about $60,000 This is it media impressions So Before I introduce our next program Boise State I want to spend just a moment talking about some of the media impressions that we heard a little bit about Coming out of the presentation from University of Maryland and that you will hear continuously throughout the next two presentations is that the colleges universities who participated in in the campaigns across all 19 schools produced Countless successful media hits in college university newspapers Local and regional and even national media outlets to include buzzfeed voice news and many other Household names that you know where they got positive media impressions You know that the college and university students by their nature and by their age are in fact digital natives So when we tallied up everything that the ADL helped put together this semester We counted in total over 400,000 impressions on the Facebook platform alone We counted over 4,000 impressions on the Twitter platform alone and on Instagram We counted over 34,000 impressions of all the college university programs put together Keep in mind some of the teams used any means necessary to get out on social media and spread their message but the depth and breath and reach really of the college university impressions across traditional print social media online and Across nontraditional forms of social media and evolving platforms was really quite tremendous And I'll introduce some other fun facts in between our next presentations But right now I want to turn it over to Boise State and have them come up and take the stage Boise State Please join me According to the National Coalition Against Domestic Violence across our nation within their lifetimes One in four women will be victims of severe physical abuse by an intimate partner That's one in for August 11th 2017 our nation experienced an event that made us look closer into the cultures of hate within American society The riots in Charlottesville invited groups such as white nationalists neo-nazis and clansmen Violence ensued that left 34 people injured three dead and the lingering question How did we get to this point? Now Southern Poverty Law Center had recently added misogyny to its list of hate groups This addition signifies the misogyny is not simply an antiquated practice But instead a violent movement that is regaining momentum in today's society It's antithesis is students against misogynistic establishments or same Now in light of Charlottesville cultural editor for Vox Asia Romano suggested that the gateway drug that led them to join the alt-right wasn't racist rhetoric But rather sexism the basic idea that women are getting too out of hand is the patriarchal common denominator And it aligns perfectly with male rage against social justice Activism which in turn paves the way for white nationalism and white supremacy to gain a foothold Take for example the Proud Boys an extremist group that has recently gained a foothold in Boise, Idaho Their leader Gavin McInnis defines a key component of masculinity as having beaten the shit out of someone as well as to view women as Subservience among multiple other degrading messages as illustrated The campaign was aimed to create a discussion about violence and misogyny To do so we focused on white men ages 18 to 34 due to their susceptibility of this hateful ideology The National Organization of Proud Boys has created a chapter in Idaho It's one year ago that has amassed over 500 followers and has tweeted 5,000 times Young men join the sojournistic extort organizations such as the alt-right and Proud Boys for three main characteristics First they are fraternity-based the Proud Boys Are self-described as a pro-west fraternal organization, which means that our target is likely susceptible to their messaging Second they are a Masculation-centered they feel that they are not allowed to exist in a way that they believe men should exist Therefore the Proud Boys aim to make men great again by forcing women to learn their place Finally it's important to know that the main motivation to join these groups is the protection of their privilege The Proud Boys common chance is we don't fear the fight We are the fight their violence and aggression is normalized thus protected For this campaign we used our budget with to create a dialogue between members of our university and community To counter messages of misogyny Originally our budget budget was allocated to four key areas marketing events promotional materials and social media Fortunately a local office company as well as numerous on-campus organizations joined together to donate all of our marketing materials Which allowed our budget to be conserved for our events and our promotional materials We had our co-social media campaign broken into Facebook and Twitter We focused on these two outlets because of a Pew research poll that revealed the a mere 26 percent of our target demographic Utilize Instagram whereas 75 percent use Facebook through a combination of generalized page promotions and individualized post Boostings we were able to garner 83 Facebook impressions for every Facebook dollar spent and Through a test validate and revise strategy We were able to evolve through three different social media campaigns to and increase our reach by each revision by over 2600 our campaign represented an integrated approach of both in-person events and online tactics for in-person events we began by tabling on our campus multiple different times as well as partnering with the Boise State Honors College to facilitate a Friday forum the pinnacle of our events was the summit on violent misogyny Specifically where we had speakers panelists performers and a bystander intervention training Additionally, we went on to actually present a poster at the service learning expel as well as hosting a picnic forum Our online tactics included a speaker spotlight series in addition to a fact versus fiction series A promotional video for our summit as well as live streaming the event a Testimonial series and current event discourse where we commented on misogynistic issues. We see in the newspaper So individuals better have the ability to label it and understand it Specifically our messaging strategy have three critical components to it educating dispelling and confronting on Educating it is important to recognize that when we are discussing Uncommitted or at-risk groups it roughly translates to uneducated groups So we hosted hosted a variety of informational tactics one such tactic was the speaker spotlight series Through which we asked experts to give their take on misogyny and how we have the ability to interact and overcome it However, we later recognized that we weren't just working against disinformation We were working against disbelief that individuals truly did not believe that misogyny is a problem or specifically that it is their problem So we launched multiple tactics starting with the fact versus fiction series You can see here where we targeted those false narratives and instead presented the truth We combined this with the testimonial series where we asked individuals within our community to take part in sharing their stories Our final tactic was that of confronting giving individuals the tools to see and confront misogyny when they witness it in their life Online we focused on sharing current event articles and then providing discourse for how they can label and spot it We also partnered with the gender equity center to present a bystander intervention training where our representative came to our summit presented several Scenarios and then articulated the tools that individuals can use to confront and dismantle misogyny Overall our messaging tactics were highly successful and garnered us much community support We enjoyed community support throughout the construction of our campaign We were able to talk with six different professors on campus influencers and Mary Cypher's the Northwest Director of the ADL We were also incredibly lucky to have the support of Idaho State Representative Melissa Wincher In addition, we received coverage from the on-campus newspaper the Arbiter who wrote two articles about the growth of our campaign and is in the midst of writing a third Same was also honored for efforts at Boise State University through the service learning expo There are over a hundred and forty people attendance sixty competitors And there we were recognized for the best in college award for our ability to create change and impact on our campus Now there are four fronts through which we measured our campaigns effectiveness first was surveys We surveyed 39 individuals both pre and post our events utilizing a like-heard scale from one through five We asked participants questions pertaining to misogyny We found overall on an individual basis that there was an increase of 2.7 on the individual level Next was interviews we selected individuals that would attend our events and then interviewed them both prior and after our campaign One common thing we found throughout all the interviews was that after attending the events Individuals felt better that they could identify misogyny and that they had the tools properly to fight it Third was our on-campus culture that surrounded saying we gave out wristbands and t-shirts and these wearable items were Essential in creating a sense of camaraderie between same the Boise State student body and the greater Boise community and last but certainly not least Is our social media analytics the proud boys relied on Facebook heavily? And that's where we had reached almost 42,000 people on Facebook alone in addition to that We also had a loyal audience of over 510 followers on Facebook Now we knew that we were getting at our target audience correctly when we started to receive messages and comments attacking our campaign Calling us cry babies and saying that's misogyny simply doesn't exist These attacks signify that our campaign wasn't that successful in getting at our target audience Finally we recognize that same certainly has the ability to grow and expand We've already discussed with the director of the Northwest ADL about coming to presented an event We're hoping to host in the fall But we see our growth and scalability coming in two main areas viral messaging and a university chapter system on viral messaging It is important to understand that the way that we combat ignorance is through narratives It is through testimonial So we would like to create a viral hashtag it looks like through which Individuals can share their stories of what misogyny looks like in their day in life and the ways that it is inherently Impacting and affecting them the second way we see our growth is coming from a university chapter system specifically reaching out to the colleges and campuses that have problems like ours have had and having the students that are Motivated and interested in promoting same's message and creating a chapter there We already have three colleges that are interested in promoting this program including College of Western Idaho Lewis and Clark College in Whitworth University Expanding same to three new states in the period of one year with Boise acting as the National Center We already have templates and promotional materials that we can send to them for them to get their start in Conclusion we have had a very successful past semester and we are very proud to continue our mission of bringing our nation To the same page the same with the previous panel. You guys were amazing. This was a wonderful presentation And especially on crutches I'm particularly interested in the growth of this campaign Have you thought about connecting with some of the more national movements that we're obviously hearing all about when it comes to misogyny and some of the women's rights campaigns and movements So if I might take that what I think is kind of what we're seeing as a national mood or movement to create social media viral campaigns Like me too that essentially kind of start off as this viral campaign and then breathe life into their own I think it's not so much because what happens then is we see like there's not really like there's not really a leader of that If that makes sense, there's not a head. There's not an organization So ours kind of is that organization and we're hoping to create campaigns that can partner and can mirror a lot of those same effects Especially at the hashtag it looks like perhaps if there was more organizational structure I think there's room to grow and expand in that way, but the first comes kind of like the development of ours Again, this is a phenomenal just presentation. I want to really thank you for doing this You have a completely different environment. You're in Idaho. I mean, this is a real area, right? so but But it just speaks to your ability to really reach the audience that you're at you have a completely different challenge Talk to me about the challenge of reaching the men that you're trying to reach in your numbers You kind of had some numbers there, but do a gender breakdown for me Who is it or is it or these women there are allies who are following you who support you and what you're doing? Or how has it been to really go after the men who really need to be the target here? So obviously the men are the people who are trying to reach but not surprisingly They were the hardest demographic to actually reach when we were Scheduling our events. We made an effort to have both men and women represented We obviously wanted the focus to be on women because it's largely women's narratives And however, we reached out to individuals to try and have them become a part of our events So it wasn't just a bunch of women trying to speak towards men who think that it's us That's the problem. So we tried to have individuals actually be kind of the face of what males can do to help counter misogyny and To to try and help kind of bring that home And Andrew is actually one of the speakers at one of our events and he discussed toxic masculinity Which has been a way that we've been able to engage many Males because it kind of brings the issue a lot closer to home from them And then once we have them in and interested in our cause with kind of the bait of toxic masculinity We can start to open up other conversations Also, what that breakdown looks like like on the survey level where we looked at individuals it breaks down about 50-50 But I would say that there's probably about two target demographics Like not only are we trying to target men to get them to come to our events and learn I think we're also creating ambassadors when we have people sitting in the audience at a bystander intervention training that now Have the tools to confront and talk about misogyny when maybe they didn't in the past I think that increases our outreach like exponentially So last but not least before our final presentation, I want to make one other kind of commercial introduction And the commercial here is really for one of the ADL products that goes hand-in-hand with some of the presentations that we've seen today ADL has long been at the forefront of fighting hate on campus our new hate on cycled resource guide helps to connect students and Critical support groups across the country through a broader network to address incidents on their college and university campuses Through a combination of prevention preparation Response healing and education. This is a forthcoming publication that will soon be putting out is our hope that resources like hate and cycled and Programs like this one here today innovate against hate can help mobilize students to take more of an active role in Combating hatred and extremism on college and university campuses across the country If you're interested in learning more about this type of work and our work on colleges and university campuses My colleague who's here in the studio audience Alyssa Bucksbaum stand up. Alyssa is here today. Please Grab her at the at the end of this presentation and ask how you can get more information on these and other related campus initiatives With that I'd like to call to the stage the University of Nebraska for our final presentation University of Brasco the studio audience is ready for you come on up. I'm Virginia Galner. I'm Josie Dastrom I'm Rachel Frusch. I'm Amber Johnson, and I'm Alexis Tomato, and we are room at our table The image you see here was taken by Daniel Cleave University of Nebraska at Lincoln student and self-proclaimed white nationalist He is getting undue media attention and we are fighting back Today we are going to show you our target market and the research we undertook to define that We will walk you through our social media messaging strategy and show you how we analyzed our campaigns efficacy through evaluative metrics Our target market our first step to in creating this campaign was to define our target market Our target market is the uncommitted population of college age individuals Who are especially susceptible to extremist ideologies because they have not yet formed an opinion one way or the other in support of refugees The first step in creating our campaign after we defined this was to undertake research in three phases Phase one was to look at extremist narratives to see what they have to say about refugees in Conversation with Mark pick cabbage senior researcher at the ADL. We learned that there are several extremist factions throughout the state of Nebraska People tend to fear that refugees coming into their state will take away jobs and economic resources That's why one of the hallmarks of white supremacist campaigns is often resource scarcity however in Nebraska in 2016 Nebraska resettled the most refugees per capita of any US state and that's why given the strong refugee presence It's more important than ever to provide individuals with positive images of refugees to challenge these fears of resource scarcity and provide people with positive images and feelings of hospitality In phase two we harvested Twitter data using a platform nodexcel to get a better sense of the broader online Conversation in the state of Nebraska about refugees Some of the keywords we found include community freedom and hashtag refugees welcome most of which we used in our campaign In phase three we utilized UNO's Coraleski commerce and applied behavior lab to get a better sense of the implicit biases in our target demographic We used psychometric measurement techniques Perfected in the commerce and applied behavior lab to measure their implicit biases Questions like in your opinion how many people like you view refugees negatively These meta opinion formats enable participants in our surveys to project their own biases onto the questions We used UNO students for these surveys because they fit our target demographic Based on the preferred platforms of our defined target audience we chose to utilize Facebook and Instagram to convey our messages We have capitalized on the concise nature of social media video clips to create 15 to 30 second videos that were then cross-posted on Facebook and Instagram Our photos and videos were also created in such a way to invite engagement The interviewers myself Alexis in Virginia remained off-camera for the entirety of these videos This served two purposes first was so that our viewers could envision themselves as eyewitnesses to our family gathering Second was so that the focus could remain on the refugee family We partnered with four organizations throughout our campaign It was important us to focus to partner with these groups as they already have a vested interest in refugee and global issues They see Stadika a director at Lutzen family services shared about the refugee relocation Service program as well as having connected us with a Haddad family who formed the central focus of our campaign videos The they also were later focused featured on NBC The Haddad family fled to Omaha from Syria and in the process were separated from their brother They're anxiously awaiting it to see whether he will be allowed to join them Additionally We hosted a dialogue luncheon with over 60 students and community members Attending to address our own perspectives and experiences with refugees and diversity in Omaha there Mary Beth Davidson Muskin the regional director of the Plain State Region of the Anti-Defamation League shared about the importance of students awareness and enthusiasm about challenges that face refugee Community in the Midwest and the United States other guest speakers shared valuable insights into the experiences of refugee communities within Omaha Our dialogue event brought participants together to share a meal and they divided into small groups to dialogue about the issues of Inclusion for refugee communities in Omaha while our focus was on the digital campaign an In-person event allowed for the convergence of this online engagement with individual and collective action This helped forge personal connections to our campaign So now that you know a little bit about our campaign I'll next going to talk about implementation and analysis First this metric shows the cost per click of our social media posts The vertical axis shows the cost per click while the horizontal axis shows the date of each post The average cost was about one to two cents per click and our total reach was over 11,000 people We analyzed the effectiveness and the quality of our social media posts by creating a study in the commerce and applied behavior lab in UNO's College of Business Administration We used participants that were college students as they fit perfectly into our target market They randomly assigned they took two different studies a control and an experimental the only variable between these two studies for the images that were shown We also use neurophysiological technology such as eye tracking and emotional Technology to understand what they're looking at and how they felt during the study We also gave them pre and post surveys to assess the biases that they've held before and after the study For the neutral study We used propaganda from white supremacist marketing materials and in order to eliminate any biases that were already present We we altered all the images to hide any hate symbols such as the swastika on this little boys shirt Most white supremacist propaganda show themes of family and wholesomeness. So we tried using those same themes in our own campaign Next I'll talk about how we evaluated the study We used heat maps such as this one and as you can see the There's red green and yellow spots all over the photo red means that there was long attention In that one spot while green and yellow means their attention was given just not as long This photo was taken from the control study and it's a family That was posted on a white supremacist propaganda website As you can see the participants focused on the text of the social media posts as well as the faces of the family next this photo was taken from the experimental study and is a photo of the Hedad family the Attention was given roughly around the same spots as the control study except Participants focused on the faces of this family a little bit longer Next we used emotion to understand the angles of the participants faces as well as the unconscious emotional Expressions that they were giving while looking at the campaign white supremacist propaganda has very high emotional resonance with the people viewing it And with the experimental study. It was only moderately Emotionally resonant with the participants as it averaged slightly lower than the neutral study this shows us that Social media alone cannot change the opinions of that people hold about refugees It must be coupled with the in-person events such as the dialogue overall we used our budget to Express our message our marketing message effectively and now Josie will talk about how we allocated all those costs So this resulted in the allocation of funds that paid for a multifaceted campaign Our funding was beneficial because we were able to host an in-person event in conjunction with our online presence And we still came in under budget. Our funding was spent on the catering for our dialogue event videography for our social media posts And for analysis on our cab lab There is power in highlighting individual stories and we learned that like extremists who use this national media attention We can also use stories of the families of refugee families To get the same sort of attention the focus of our campaign was the Haddad family But we want to address further families The Lutheran family services used film from our campaign to reach out to NBC to get national media coverage We were also covered on other news outlets This family was very important for our campaign, but we need to reach many many others For scalability. We have three phases in phase one. We are strengthening our partnerships The ADL and adventure partners campaign allowed for us as college students to make a difference on our campus and Local community partners provided us with valuable support in phase two. We want to expand our campaign platforms We want to build numbers and future content Finally in phase three. We are co-branding with Lutheran family services of Nebraska to host an event on June 28th This is going to be a potluck dinner for the Omaha community and hopes to have several hundred events attendees for the event We have a clear message at this event and with our partners. There is always room for refugees at our table Thank you. Okay, I'll go first Excellent job again, you all did fabulous and I really enjoyed the The eval and the metrics and how you laid that out and kind of walked us through You just share a little bit about room at our table and how that came to be and Just curious about the why that was the you know the tagline of the your efforts here So in conversation with Lacey Stednicka the same director who can at Lutheran family services who connected us with the Haddad family We realized the hospitality is one of the things and a very Midwestern value to that brings people together So we wanted to capitalize on that idea, especially to challenge these narratives about resource scarcity that we were seeing from the white Nationalist factions throughout our state. We really felt that Room at our table kind of encompassed those hospitality values Really commend the the metrics the strategy the messaging. It was it was really well done one question specifically you touched on The effectiveness of the social media campaign Relative to the effectiveness of in-person events curious moving forward How you might want to grow on the social media aspect of it and the growth there's you know Obviously the long-standing discussion of in-person digital and you know better than I even given where I work the role of digital But curious to hear more about how you might want to grow on your digital media So I think Amber can speak especially to the scalability on this I would say that We would probably be interested in continuing using these in-person events with our Social media because what we really saw was after our dialogue event those connections that came from the event There were some already obviously through our social media, but more we're coming out of that There was this reaching out personal contact person to person that was coming from this and so as we're building future content We also I didn't mention this, but we used a lot of Video and imagery from the dialogue event on our social media campaign So that really grew it as well because it wasn't just our words that we were sharing But hey look we did this we got together we had this meal and people were forging these connections They're still keeping up those connections. We can do more of this So I think we would still like to continue pairing the in-person events and thankfully we have such great partners Community partners especially with Lutheran Family Services that they have a built-in community within Omaha already that they you know a Platform for reaching out to people as well That was a big part of our campaign just finding organizations that are very valuable in our community Who have that platform? They are already speaking out and we are helping them do that as well for my work with refugees one of the Abscult of building the relationship is language How did you overcome that? Yes, so when we did our videography and you can see this if you take a look at some of our samples on Facebook We did have we did have an interpreter present throughout the video So she was off-screen for the majority of the video, but we kept Muhammad's voice in there We did not do a voiceover. So he spoke in Arabic in the videos and we added subtitles to make it accessible to English speakers And we noticed that after using Arabic in the videos Especially a lot of his personal connections and his personal network started reaching out and then they reached out to their networks And so we started to see all of these comments in Arabic on the Facebook Yeah, so it was a it was a community gathering on the Facebook through language You guys did an amazing job. I really love the organization I love the the thinking about using the other resources that you had at school. So I commend you on that You did the social media and you also did live events and we know that those work very hand-in-hand What did you find that perhaps surprised you at the dinner that you hosted you spent a big portion of your budget on it? What their You know sort of surprised you perhaps you weren't expecting either positive or negative I think that would be a great question for Both Rachel and myself have worked with the organization sustained dialogue which is national and then we also have our local chapter So we were familiar with the setup We've been moderators trained moderators and when I was at my table at least what I experienced There were two individuals who were refugees within our Omaha community and they were able to share Just even little things about my hometown my part of Omaha where I lived experiences that they had had of you know racism in West Omaha and Places that I knew places that I had been and I was surprised to hear it But our table was able to really get focused in we were all sharing experiences and then when they opened up which Started a little further into the dialogue So we all started up with our meal and then we started to have The moderators would kind of move you through a couple of questions over the time of the meal But when we got a little bit more open and people felt comfortable We had these two individuals start sharing their story And this for me it was very important because everyone at the table after and going around and saying oh What am I getting out of this today said hey? I am hearing something new about my community. It's something I haven't seen before personally But these individuals are here and they're sharing how they're experiencing Omaha. It's different than my experience Let's do something to make that experience better for everyone at this table and the event as well Thank you I Right everyone, please take your seats. We'll get started in just a moment. All right. I think we're we're missing one judge But you know Majid is here. We'll get started in just a second So before I before we get to the winners Thank you judges for the time and dedication to to thinking through the scoring and evaluation of all the presentations Before we get into the announcement. I want to make a very brief introduction, you know Jonathan earlier mentioned Our implementing partners from adventure partners and I want to introduce a longtime colleague and friend Tony scroll who's the CEO of adventure partners, you know part of the way that that ADL has been working to combat hate and extremism Across the country and really across the globe is through a partnership model And really our partnership with that adventure partners has facilitated Intro into college and university campuses not only across the country, but across the globe their Industry education model has really been the gold standard and how industry and organizations like ADL Get access to college and university campuses So the entire adventure partners team has been just a treat to work with and I want to call up Tony scroll to just share a few Thoughts with us on the program Thank You George Hi, everyone, and I appreciate the opportunity just to share a couple of very brief comments first Thank you in the audience for carving out precious time to be here. We know it's Work to schedule this and ADL Numerica adventure partners, but really most importantly the students appreciate it because it plays best live Now the other thing in recognition of the students now you have just seen three of 19 campaigns There are 16 other teams that would love to be here They aren't and it was highly competitive. This George said there are elements of brilliance in every campaign That's not here so the distributive power of what you saw today coast-to-coast is Remarkable and the students put their heart and soul into this for 15 weeks it I say this facetiously It rules their lives at the compromise of tests homework jobs Relationships we really appreciate the amount of work that goes into this. We know how much work you've spent and it shows I've always considered colleges and universities dense pockets of humanity and a microcosm of society at large both the good and the bad and Edventure partners has been developing these Partnerships on campuses around the globe for 28 years Unfortunately, the hate landscape is really starting to take over However, there's ADL. There's hope and ADL has challenged young people to develop and Empower their peers to develop counter narratives and programs to push back on hate in their communities They are the best to do it and Jonathan mentioned that and it's so true. I I have teenage daughters I'm 62. I'm a knucklehead. I can't do what they do We really need a bottom-up approach and that's the magic of this particular model What's also really encouraging is Higher education is willing to stand and has demonstrated an interest to stand shoulder to shoulder and fight the good fight with ADL And it starts with presidents chairs deans vice-chancellors who will actually welcome ADL and To own the syllabus of the class so students as George said earn credit What that ultimately means is there's a faculty member and those that are in the room here today as well as the 16 others that Welcome ADL into the class and we took over the syllabus to make the world a better place That's remarkable and it says a lot about higher education's interest in Providing local solutions to a national problem. I mean that's really what this is all about And finally I want to thank George Jonathan and the awesome ADL team that we have the pleasure of working with Every well, this is our pilot year and we have great hopes and expectations that we can expand the program I think America's ready to have young people be part of the solution and pushing back on hate. Thank you If we had a drum set in the room now would be the appropriate time for the drum roll What's that? Jonathan is in the back. Jonathan. Thank you. Come on forward. I think we're gonna do the announcements now We're going to announce third place second place and then first place as each team comes up We'll do a quick photo with the teams with each team individually and then at the end We're gonna do a group photo with all the teams on stage first second and third place And then we'll invite the judges to come up and take photos with the groups as well And we've got a couple backdrops over here with the campuses and and other good good opportunities for photos. So That said is this the third place? Third place, please come forward University of Nebraska at Omaha Second place University of Maryland and last but certainly not least come forward University of Boise So you you all stay right here, I think we're gonna ask the other two schools Let's come on up. Let's do one big group photo and then we are going to adjourn Just outside for some refreshments. So bear with us for just another moment. I would also like to have the faculty Kate and Gina please Can you join your students up here and a round of applause for the two faculty that are here and Liz from Maryland as well, please Once again, thank you Bobby and everyone from New America for having us and everybody if you'll kind of exit the room into the Foyer, there's a reception with food and drink