The Problem
Current approaches wait until after extremist content spreads, and then try to remove it. This reactive approach puts enormous strain on platforms and law enforcement while failing to protect people from initial exposure to manipulation.
Background
PERIL helps protect people from manipulation and online threats through evidence-based research. We develop scientifically-tested methods to help people think critically and make their own informed decisions. Instead of just responding after antisemitism spreads, we give people tools to recognize manipulation before they encounter it.
The Solution
PERIL addresses antisemitism through a framework that protects Jewish communities from immediate threats, and more broadly safeguards democracy and civic discourse. In so doing, we identify evidence-informed measures to help people resist hateful propaganda and develop practical tools to build resilience before the narratives may spread widely or otherwise pose an acute risk.
Our Research-Based Prevention Strategy
Our Research Framework
To-date, PERIL’s antisemitism work leverages two integrated pillars. Pillar one: detecting and understanding harmful narratives. Pillar two: building psychological resistance.
Pillar One: Detecting and Understanding Harmful Narratives
Using a mixed-methods approach including AI assisted monitoring of fringe and mainstream social media ecosystems, we identify emerging antisemitic narratives, conspiracy frameworks, and manipulation tactics. We synthesize findings into actionable analyses that describe how these narratives feed into, and fuel the evolution of, long-established antisemitic tropes.
Pillar Two: Building Psychological Resistance
We translate analytical findings into video-based attitudinal inoculation interventions, which we test through randomized controlled experiments. We then distribute through targeted digital advertising, digital influencers and trusted messengers, and civil society organization networks. This research-to-intervention pipeline ensures that we are reaching key audiences before harmful narratives become entrenched, mainstreamed, or escalate to violence.
Distribution
We distribute content through targeted digital advertising reaching audiences through channels they already use and trust. Our first deployment, a paid Meta advertising campaign targeting young adults in the New York City metro area, reached 48,153 people and generating 1.35 million impressions. The campaign achieved a 9.2% video completion rate, which is substantially above typical benchmarks for educational content, with 4,423 viewers completing the full inoculation experience. Broader research suggests that these protective skills naturally spread through social networks and communities. When people learn to spot manipulation, they often share these insights with friends and family, increasing the impact.
Example: Antisemitism Protection
After antisemitic content surged following October 7th, 2023, PERIL tested new approaches to protect people from harmful pro-Hamas manipulation online. Our study showed that brief video interventions helped young adults resist antisemitic propaganda before exposure.
Key results from our most effective intervention:
- 7.3% reduction in agreement with antisemitic content
- 11.3% improvement in recognizing manipulation tactics
- 12-19% increase in protective emotional responses
- 23.9% boost in willingness to challenge harmful content
These tools work by helping people develop protective psychological responses when encountering manipulation. This creates lasting resistance through:
- Recognition: Better ability to identify manipulation attempts
- Response: Activated protective reactions
- Action: Increased capability to challenge harmful content
Return on Investment
Our approach offers clear advantages over reactive interventions:
Scalable Impact
- One-time development costs for tools that can reach millions
- Distribution through platforms people already use
- Protection that works without ongoing intervention
Natural Spread
People share these protective skills with others, creating organic spread through social networks:
- Each person creates additional protection in their community
- Communities develop sustained resistance over time
- Impact continues growing after initial investment
Cost-Effective Prevention
- Reduces need for costly reactive measures
- Creates lasting psychological protection mechanisms
- Minimizes resource demands on institutions and platforms
- Reduces need for expensive reactive measures
- Creates lasting protective mechanisms
- Minimizes resource demands on institutions
This proactive approach prevents harmful online manipulation from leading to violence that requires resource-intensive responses, while naturally expanding protection through social networks.