#WeCounterHate is a people-powered, machine-learning platform created to stop the spread of hate speech on Twitter, one retweet at a time.

First, it uses AI to help identify, categorize and rank tweets containing hate speech. Once identified, the magic happens when we mark a tweet containing hate speech with a simple reply. People are unable to delete replies without deleting their entire post, so it becomes a permanent marker for all to see.

We use that marker to let those thinking about retweeting know that doing so will benefit Life After Hate—a nonprofit whose mission is to rehabilitate individuals who have lived a life of hate, and to point them down a better path.

Potential retweeters are presented with a decision: Don’t retweet the hateful ideology, or retweet it and financially benefit an organization they’re opposed to. Either way, love wins.

#WeCounterHate is a creative effort designed to promote equality, inclusion and diversity while targeting and slowing the spread of hate speech on Twitter. The platform leverages AI to help identify hate tweets before making it clear that for every retweet, a donation will be committed to an organization fighting the very hatred that hate speakers seek to spread.

Ultimately the goal is to get “hatefluencers” to think twice before retweeting bigoted content by raising the cost of spreading it.

While the mechanics of the platform operate in Twitter, people can get involved, learn more and make a donation on the #WeCouterHate website. There, they can also view stats that highlight the reduction in retweets and see the most recently countered hate tweets. Visitors are greeted with an emotional film to draw them in and can watch a “how to” video to better understand how #WeCounterHate works.

The platform has radically outperformed expectations of identifying hate speech (91% success) relative to a human moderator, and we are continuing to improve the model.

When #WeCounterHate responds to a hate tweet, it reduces the spread of that hate by an average of 54%, and 19% of the "hatefluencers" delete the tweet outright. It all equates to more than 4MM fewer people being exposed to hate speech (at the time of this writing), essentially making for a hugely successful anti-media plan.

Our hope is to continue to counter hate speech online, while collecting insightful data about how hate speech online propagates. This data will allow experts in the field to address the hate speech problem at a more systemic level.