Jigsaw & Moonshot

Jigsaw & Moonshot
Fighting Terrorism? or Fighting Freedom of Thought?
The Redirect Method is an open-source methodology that uses targeted advertising to connect people searching online for harmful content with constructive alternative messages. Piloted by Jigsaw and Moonshot in 2016 and subsequently deployed internationally by Moonshot in partnership with tech companies, governments, and grassroots organizations, it uses pre-existing content made by communities across the globe, including content not created for the explicit purpose of countering harm, to challenge narratives which support violent extremism, violent misogyny, disinformation, and other online harms.

Just as other companies use ads on social media and search engines to sell material products to an audience defined by, in whole or in part, the keywords they are searching for, TRM places ads in the search results and social media feeds of users who are searching for pre-identified terms that we have associated with a particular online harm.

TRM can be extensively tailored to platform requirements and campaign goals, but at its core are three fundamental components: the indicators of risk (e.g., keywords); the adverts triggered by the indicators; and the content to which users are redirected to by the advertisements.