Everybody is talking about mass shooters.

But nobody is talking to them.

Potential perpetrators need life-saving human connection and outreach.

Let's Talk to Them.

It starts with the internet.

We know that there is a subculture of individuals who are contemplating becoming the next mass shooter. We know that these individuals spend substantial time on the internet, devouring content about mass shootings and looking for role models.

What if we could use online tools to reach these individuals — to redirect them away from their violent fascinations and fantasies, towards hope, life, and recovery?

We want to prevent shootings by using online marketing techniques to reach these individuals with information and resources that will deter them from violence and help them find a way out of their rage and fear.

People are currently researching violence online.

  • Average number of people who googled "I want to shoot up a school" in the past year.

  • Average number of people who googled the phrase "I want to kill people" in the past year.

  • Average number of people who googled "is it normal to want to kill someone" in the past year.

Each of those searches could represent a potential mass shooter.

Did their searches bring them to websites that would deter and redirect them?

According to our research: no.

We believe we can help prevent mass murder by reaching potential perpetrators online.

  • 1. Launch High-Visibility Websites

    Create sites that will show up in top search results when potential shooters research violent phrases. These sites will engage the individuals, offer them expert approved content and reasons to de-escalate, and provide them with resources to connect with others and get the help they need.

  • 2. Create Community

    Use social media, existing mental health groups, and other partners to create environments where potential shooters can ask for help and reach out anonymously. This network will include professional therapists and mental health experts to give needed support.

  • 3. Grow Reach

    We want to explore the possibility of using ads, Reddit groups, and other online resources to get our resources in front of those contemplating violence. Importantly, we want to encourage the media and other organizations to join us and change the conversation on mass shooters.

Tell me more

The internet influences people everyday. Let’s leverage it.

 

We’re convinced online digital marketing techniques can prevent mass shootings.

We know this, because it’s been done before. There is a national campaign to deter self harm. As a result, any internet search with words related to self harm will immediately produce resources for help and connection.

The absence of any similar resources for individuals contemplating violence is startling.

We know many mass shooters become radicalized online. They use search engines to research their plans. They use the dark web to find community. And they interact in social media groups that support violence and victimization.

Right now, no one is using web content to reach out to this demographic. (We looked.)

As a result, potential shooters aren’t presented with resources that would lead them to a better path. They aren’t hearing other voices that would support and encourage them to turn away from violence. They aren’t being pointed towards true mental health.

We want to saturate the internet with expertly-curated content that will meet people where they’re at. We want to give them practical resources to de-escalate violent thinking. We want to connect them to mental health practitioners. We want to build a community where they can feel seen and safe.

It’s possible. We just need your help to do it.

Let’s prevent mass shootings together.

We need to say what they need to hear. We need to meet them where they’re at.

We believe this will save the lives of victims — and the life of the potential shooter.