In October 2015, we invented the dislike button. But how?

We posted a 30’ video on the LICRA Facebook page, which features people of all ages from all walks of life expressing day-to-day racism.

To watch the video, the user has to upturn his phone. The Facebook interface is then naturally reversed.

A message appears at the end of the film: "If you don’t like this video, don’t like this video."

The user is thus prompted to click on the "like" button, which, upside-down, is becoming a dislike.

We posted our 30’ video on the LICRA Facebook page on October 20th.

We targeted mobile users only.

In less than a week, the film has been seen more than 7 million times, getting more than 143.816 (dis)Likes, increasing the numbers of fans by 482%.

But more important, 78% of people who were exposed to the campaign now believe that the fight against racism and anti-Semitism has to be a priority.

81% of people who were exposed to the campaign may have the intent to report racist and anti-Semitism contents that they encounter on Facebook.