You’re not powerless here.
We’re working to loosen the grip of online manipulation.
Tools and campaigns to help you reconnect with someone lost in the feed, and change the system that got them there.
Send a signal that matters
Help someone
you love
Starter Kits with tools and language to reconnect with someone lost in online loops. No debates. Just quiet, practical steps.
Change the conversation
We’re building public campaigns that interrupt manipulation at the source. This work runs on the support of people like you.
Hire us
to help
For urgent cases, we design custom strategies to reach someone deep in algorithmic content. Quietly, carefully, and with care.
We don’t force beliefs.
We create space for people to think freely again.
Second Signal uses strategic content and behavioural insight to interrupt the influence of harmful online algorithms. Our work is designed to reduce shame, rebuild connection, and encourage critical thinking. We do not replace one belief system with another.
We use the language, tone, and content style they trust. Not to trick them, but to open a door. We aim to be the one voice that still feels safe.
This is not about arguing. It is about offering quiet, meaningful ideas that stay with them long after the scroll ends.
Shame and outrage push people further away. Our strategies focus on keeping the thread intact so they still feel seen, even when they disagree.
This is not reprogramming. It is repair. Everything we do is grounded in ethics, consent, and the belief that people think better when they feel safe.
The Library
A space to pause, think, and read more deeply about what we’re seeing, sharing, and believing online.
Our Principles
This is about content that feels familiar but creates space to think
We use the same tone, format, and language people trust online, but we build in ideas that help them question what they’re seeing.
Our content looks like what they already engage with. That’s what makes it work. We earn their attention instead of demanding it.
We don’t tell people what to think. We offer questions, not conclusions, so they can come to their own insights.
Our work keeps the thread alive between the person caught in the loop and the ones who care about them.
Everything we do is built on consent, care, and emotional safety. The goal is curiosity, not control.
Everything we build to interrupt the loop
We build digital tools that look like everything else in the feed but are created to shift thinking, reduce harm, and keep connection possible.
DIY Kits
DIY Kits
Shareable Memes and Micro-Content
Shareable Memes
and Micro-Content
Comment Thread Interventions
Comment Thread Interventions
Ethical Digital Ads
Ethical Digital Ads
Shortform Videos
Shortform Videos
Targeted SEO Blog Posts
Targeted SEO Blog Posts
Why We Started Second Signal
We watched the algorithm rewrite people we cared about.
We’re a digital strategist and a software engineer. We started Second Signal after seeing how quickly someone can get pulled into extreme content online. It often starts with one video or post. Then the feed keeps showing more of the same, until it changes how someone sees the world.
This isn’t just happening in one family. It’s happening everywhere.
We built Second Signal because no one else was stepping in. Connection, empathy, and strategy are not just part of the solution. They are what give people a way back.
It’s time to create an opening in the cycle
We’re building a volunteer team of people who care. Writers, educators, content creators, and thoughtful contributors who want to bring more reflection, clarity, and care into the online space. The goal is to shift what shows up in feeds and support others in thinking for themselves.