Social Media and Politics Countering Project 2025 with Google Search Ads, with Kindred Motes
Sep 1, 2024
Kindred Motes, founder of KM Strategies Group, discusses his advocacy work against the harmful narratives of Project 2025. He explains the critical role of Google Search Ads and TikTok in countering misinformation. The conversation dives into the challenges nonprofits face with digital campaigns and how strategic planning is essential for effective communication. Kindred shares practical tips for nonprofits to navigate today's media landscape and emphasizes the importance of reaching diverse audiences to combat extremist threats.
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Proactive vs. Reactive Advocacy
- Proactive advocacy involves planning and preparing resources in advance.
- Reactive advocacy requires quick responses to events, but prior preparation is still crucial.
Early Targeting of Project 2025
- Kindred Motes and the Global Project Against Hate and Extremism (GPHAE) launched a Google Ads campaign against Project 2025 before it gained mainstream attention.
- They noticed early discussions on TikTok, primarily among Gen Z, which informed their strategy.
TikTok as a Catalyst
- TikTok's unique nature facilitated the spread of information about Project 2025.
- Regular individuals played a key role in disseminating complex policy information through accessible content.