Press Release - About the Campaign

Paint The World URI

Targeting Violent Extremism

KINGSTON, Rhode Island - November 8, 2017 - The University of Rhode Island College of Business Administration Social Media for Marketing class has introduced a new social media campaign in the hopes of countering hate speech online. The class wants to change the conversation and get young people to join together for the greater good. Positioned towards social media savvy millennials, the “Paint the World” campaign will encourage the silent majority to take a stand online and use this growing platform against hateful ideas.

With the recent buzz around social media’s role in spreading the message of violent extremists and its involvement in other issues, the class wants to show people how the power of social media can be used to defeat these ideas. The class has centered the “Paint the World” campaign around the message, #PledgeToPause. This is meant to encourage people to take a pause and have a second look at what they are writing before they send it out.

The backbone of this project is based on other successful campaigns that have focused on violent extremism, expanding on topics such as hate speech and bullying. Two successful campaigns we are studying are Click With Compassion and Burger King’s “Stand Up To Bullying”. Both campaigns focus on the hateful words that get posted online without thought or compassion. This recurring topic of hate speech is extremely prevalent in the world today, and we believe we are a small piece to a much larger puzzle making a difference.

Research indicates there are plenty of people who are passionate in their opposition of violent extremism and hate speech, but don’t think they can make a difference or don’t know where to start in helping to solve the problem. This campaign gives those people a platform to express their views and help paint social media with positive colors. Change has to start somewhere, so why not with a pledge?

The overall purpose of this project is to gain real world experience in the marketing world by working with a real budget of $1,000 and $750 in Facebook and Instagram ad credit. The entire class will gain knowledge of how to run a successful campaign. Anthony Manganaro, a senior in the College of Business Administration and a member of the Social Media Marketing class was asked about the project saying, “This project is giving me an experience that no other class has ever done. With Paint The World URI I feel like I am part of something bigger than myself and know that I am making a difference to combat violent extremism.”

To find more information and see photos throughout the campaign visit www.painttheworlduri.wixsite.com/website, and be sure to follow us on Instagram @Paint_The_World_URI and on Facebook @PaintTheWorldURI.

About Paint The World URI: Paint The World is a social media campaign initiative started at The University of Rhode Island to combat violent extremism and hate speech. Through student commitment to pledging to pause before posting, Paint The World hopes to make the social media environment more positive.

Press Contact:

Ellen Martin

(401) 699-3269

ellen_martin@my.uri.edu