Our work
WebPurify: Highlighting the Heroes Behind the Screen
Content moderation is the behind-the-scenes work that keeps our social media platforms, websites and branded spaces safe from harmful content. WebPurify is the web’s first responder, combining humans and AI moderation to review text, images and videos and make sure inappropriate or offensive content never sees the light of day. WebPurify appointed Diffusion to spread awareness about its work and the critical value of this service for major brands.
Insight & Idea
Diffusion immediately identified that there was a large discrepancy between how often media were covering issues around harmful content online – especially as it related to content impacting children and young audiences – and coverage around the work that actually goes into preventing it. Diffusion identified a compelling opportunity to introduce media directly to the unsung heroes behind the screen whose job it is to review this often-disturbing content.
In addition to the moderators themselves, Diffusion identified a strong bench of media spokespeople from WebPurify’s executive team and initiated a 24/7 issues hijacking campaign. In response to daily updates to online content policy, or in response to breaking news stories about harmful content appearing in online spaces, Diffusion positioned WebPurify executives as go-to sources for the top tier media covering this evolving space. Diffusion similarly pitched for follow-on op-eds after breaking news moments, giving WebPurify executives the mindshare to own the conversation around what needs to happen next.
Finally, to align media visibility with the target sectors WebPurify was looking to build awareness in, like gaming and online retail, Diffusion recommended research uncovering hidden content concerns among consumers. These eye-opening statistics told a powerful story to brands and media alike: consumers are running into harmful content online and expect companies to step up to the plate to better protect them (cue, WebPurify).
Impact & Action
Over two years, Diffusion secured over 50 pieces of coverage for WebPurify, spotlighting the company with features in outlets like MIT Technology Review, The Associated Press, Retail Brew and VentureBeat. Op-eds published in US News & World Report, Fast Company and Fortune have positioned WebPurify as the utmost, most visible authority in the content moderation space. Additionally, two research campaigns ideated and executed by Diffusion garnered double digit coverage, with strong media coverage in WebPurify’s target sectors. In early 2025, WebPurify was acquired by IntouchCX.
The Metrics
