Countering Extremism Online: KMSG’s Approach with GPAHE Featured in Fast Company

We're back in this edition with a case study example of how targeted strategies can disrupt established narratives and drive meaningful change.

Beginning in late 2023, KM Strategies Group partnered with our long-time clients, the Global Project Against Hate and Extremism (GPAHE), to address the growing influence of #Project2025—a far-right policy initiative developed by The Heritage Foundation that identifies a playbook for how the far right can weaken democracy by stripping rights from marginalized groups and prioritizing corporate interests over citizens' freedoms. We designed a targeted Google Ads campaign that amplified GPAHE’s authoritative resources on Project 2025, aiming to counter misinformation and provide clarity on the implications of these policies.

Our approach combined timely insights with strategic ad placements, ensuring that accurate information reached those searching for answers. The results have been substantial: 1 million+ impressions and more than 100,000 clicks to GPAHE's research, all achieved with no ad costs thanks to Google's Google Ads for Nonprofits program. A 12% click-through rate, nearly three times higher than industry standards for well-performing campaigns, underscores the effectiveness of our approach.

This campaign initiative and its results showcase how thoughtful, data-driven strategies can make a real difference in digital advocacy at scale, even with limited resources. By identifying early signs of interest in Project 2025 among Gen Z—particularly on TikTok—we worked with GPAHE to create authoritative, accessible resources summarizing key policy proposals. Our strategy wasn’t just about countering a narrative; it was about reshaping the digital landscape to ensure accurate, fact-based information reached those who needed it most.

Below, you’ll find a summary of recent media coverage that highlights our work and its impact:

Fast Company: There’s a Bitter Fight Over Project 2025 Hidden in Google’s Search Results

This reported article by Hunter Schwarz details how nonprofits, including GPAHE, are effectively using SEO and Google Ads to counter the visibility of Project 2025 in search results. The coverage underscores the strategic use of GPAHE’s report, created by KMSG, to ensure the right information surfaces at the top of Google searches, particularly when political figures encouraged the public to look up Project 2025. The piece captures how GPAHE’s content became a critical resource in the discourse surrounding Project 2025, often ranking above other prominent organizations, including The Heritage Foundation. Read more about KMSG's approach for GPAHE in Fast Company.

Social Media and Politics: #175: Countering Project 2025 with Google Search Ads, with Kindred Motes

Kindred Motes , KMSG’s Founder and Managing Director, recently discussed this success on the Social Media and Politics podcast with Michael Bossetta , sharing insights on how KMSG's strategic approach positioned GPAHE’s resources as the authoritative voice on Project 2025, how nonprofits can break through the noise more generally, and how generative AI is making search rankings and results even more critical for fighting mis- and disinformation. Listen here or on Spotify or Apple Podcasts.

Our work with GPAHE is a powerful example of what happens when mission-driven organizations partner with innovative, adaptive agencies like KMSG. We’ve proven that you don’t need to be the biggest player to make a significant impact. By focusing on strategic, targeted approaches, we’ve been able to push back against extremist ideologies and safeguard democratic values.

It's an approach we're exciting to keep leveraging with all our clients – GPAHE included.

Until next time,

Cory Weaver