A WhatsApp group was created with the professors and students involved to ensure constant and immediate coordination and communication according to the needs of the project, and in addition to this follow-up, a meeting with the student responsible for the team was established every week to verify the fulfillment of the objectives and the strategy.

Finally, it is worth mentioning the use of the Basecamp platform that allowed relationship not only between professors and students of the team, but also with the Edventure professionals who supported all the doubts and questions that were arising.

Once the tasks were organized, the topic to be treated in the campaign was defined. From the briefing proposed by the organization, which provided a series of areas of interest to work, the issue of hatred on social networks was chosen. This topic was closer to the students, and also to the potential audience they could address.

It was understood that it was easier to achieve success, measured in terms of the impact of the campaign, if a day-to-day issue of the public they expected to access was sought: the hatred messages that we can find on social networks every day, and against which the most common strategy is not to do or say anything.

The campaign was developed in the months of February through July 2017. The success of the campaign can be assessed as it is developed in the following sections.

3. Content, Impact And Reach

The initial objectives set for the Rewind campaign were the following:

1. First, regarding the scope, reach one million people in three months.

2. Second, get interaction, responding to a minimum of five hundred hatred messages on social networks.

3. Third, achieve the engagement or commitment of users with the campaign at a rate of 8% on all social networks. These objectives were estimated by evaluating the effectiveness of other real campaigns developed on networks.

Also, the long-term objective of the campaign was much more ambitious: through the widespread use of the emoji Rewind, as explained below, it was intended to have Facebook implement the symbol as a possible reaction to the comments, just as you can currently react with ‘I like it’, ‘I enjoy’, etc.

As for the target audience to which the campaign was intended, two interest groups were established: the haters who transmit their hatred online, and the silent majority who do not react to such hatred messages. The haters are people who keep a speech based on hatred on social networks. They obsessively and verbally attack specific individuals (to a large extent, public profiles), or collectives, in an extreme and aggressive manner, as a way to attract attention and make their messages more visible.

On many occasions, they are individuals involved with radical collectives or ideologies (Jablonska, 2016). They are a small group, but the one that produces more digital noise. They are characterized by a low cultural level, and a reduced emotional intelligence to manage situations, which causes the information they receive through the networks to be processed in an impulsive and unsound way.