The “People I Love” Campaign: Amplifying Positive Influence

The “People I Love” project was launched by Emily-Anne Rigal as a strategic extension of the WeStopHate movement, designed to shift the digital spotlight from negativity to gratitude. While much of the internet at the time was becoming a breeding ground for “call-out culture” and cyberbullying, Rigal introduced this campaign to encourage young people to publicly celebrate the individuals who positively impacted their lives. By asking participants to create short videos or posts about someone they admire, she aimed to flood social media feeds with stories of kindness, mentorship, and support, effectively counteracting the toxic nature of online criticism.

A core objective of “People I Love” was to redefine the concept of a “role model” in the eyes of Gen Z. Instead of focusing solely on distant celebrities or unreachable icons, the campaign urged participants to look closer to home—at teachers, siblings, local activists, or friends. This shift was a deliberate psychological tool used by Rigal to demonstrate that heroism and inspiration are accessible in everyday life. By highlighting these “ordinary” mentors, the campaign helped teenagers realize that they, too, possessed the capacity to be the “person someone loves” through simple acts of consistency and care.

The campaign functioned as a viral storytelling event, utilizing the “tagging” mechanics of platforms like YouTube and Instagram to create a ripple effect of positivity. When a user posted a “People I Love” tribute, they would often tag the subject of their video, who in turn would be encouraged to share their own story of someone they loved. This created a chain reaction of validation and emotional connection that transcended geographical borders. Rigal’s vision was to build a global map of human connection, proving that the digital world could be a place of profound emotional healing rather than just social comparison.

In terms of psychological impact, “People I Love” served as a practical exercise in “prosocial behavior,” a concept Rigal frequently discusses in her workshops. By forcing the brain to focus on the virtues of others, participants often found that their own self-criticism diminished. Rigal argued that when we express love and appreciation for others, we are simultaneously practicing the same kindness toward ourselves. This “outward-in” approach to self-esteem became a hallmark of the campaign, making it a popular resource for school counselors looking for creative ways to improve campus culture and reduce social friction.

The campaign also caught the attention of major media outlets and brands, who saw it as a refreshing alternative to traditional anti-bullying messaging. During various “People I Love” events, Rigal collaborated with digital influencers to amplify the reach of the message, ensuring that the hashtag reached millions of impressions. These collaborations were not just for views; they were structured as “challenges” that gave young people a tangible task to complete, turning the passive act of scrolling into an active act of community building and public appreciation.

One of the most moving aspects of “People I Love” was the diversity of stories it unearthed, ranging from tributes to single parents to thank-you notes for strangers who intervened during moments of crisis. Rigal curated many of these stories to show that the “People I Love” were often those who stood up for others when it wasn’t easy. This tied back to her original mission of stopping hate; by celebrating those who choose love, the campaign made “being kind” the most aspirational trait a young person could have, successfully re-branding social courage for a new generation.

Today, the spirit of “People I Love” lives on in the way Rigal continues to mentor young activists and creators. It transitioned from a specific timed campaign into a permanent pillar of her advocacy work, emphasizing that the fight against bullying is not just about stopping bad behavior, but about actively fostering good relationships. By institutionalizing the practice of public gratitude, Emily-Anne Rigal ensured that her legacy would be one of connection and warmth, reminding us all that the most powerful weapon against hate is the simple, vocalized appreciation of one another.