Success Story: Greenpeace Slovakia

Discover how TrollWall AI helps Greenpeace Slovakia maintain constructive dialogue amid a growing online community.

Overview

In recent years, global non-profit organisations frequently become targets of negative, sometimes hateful discourse. From social media platforms to comment sections, these organisations are subjected to aggressive attacks that question the legitimacy of climate science, undermine their advocacy efforts, and even threaten their staff and supporters. 

As the crisis intensifies, these organisations are forced to shift resources toward moderating their social media pages, diverting energy away from their core advocacy work. In response, the need for advanced online moderation tools has become essential in helping non-profits take back control of their online spaces and ensure that meaningful discussions can flourish amidst the noise.  
  

The Challenge

Global environmental organisation Greenpeace is dedicated to protecting the planet through peaceful activism and advocacy. Focusing on climate change, deforestation, and pollution, Greenpeace leads public awareness campaigns, collaborates with communities, and holds corporations and governments accountable to inspire positive environmental change.   

In Slovakia, where social media users are influenced by political narratives, the volume of hateful comments toward environmental groups has steadily increased, making it harder for organisations such as Greenpeace Slovakia to maintain constructive dialogue with their communities.  

And as their online presence grew, so did the challenge of managing a burgeoning social media community. Some of the key challenges include;  

• Time-Consuming Moderation: During viral campaigns, Greenpeace Slovakia spent 40-80% of their day moderating social media comments, with a significant portion being toxic, hateful or spam.  
• Limited Resources: The small team, relying on volunteers, creates a heavy workload and mental strain from dealing with toxic comments.  
• Lack Of Tools: The use of basic tools for social media scheduling, with no dedicated solution for content moderation.  
• Difficulty Managing Viral Posts: Influxes of comments during viral moments required extended effort and days of moderation work.  

The mental strain on the team, compounded by an inability to allocate proper resources to manage the growing negativity, made it clear that a more robust solution was necessary.  

Standing in the deforested landscape, a Greenpeace Slovakia member calls attention to the devastation of the Carpathians. Source: Greenpeace Slovakia

The Solution

To address these growing challenges, Greenpeace Slovakia partners with TrollWall AI, as part of our pilot testing program, designed specifically to help NGOs manage online hate speech, spam, and other disruptive comments effectively. The solution proved to be a game changer for their social media strategy.   

TrollWall AI was able to:  

• Filter Out Hate Speech and Spam: Automatically sift through thousands of comments. The tool’s precision ensured that hateful content was quickly removed, while valuable, constructive discussions were prioritised. This made the team’s moderation efforts far more efficient.  
• Centralised Comment Management: Consolidating all social media interactions onto a single, easy-to-use platform, where the team could review, manage, and moderate comments in real-time. This allowed them to streamline their workflows and ensure no important conversations slipped through the cracks.  
• No Negative Change Of Organic Reach: TrollWall AI has been a game changer for Greenpeace Slovakia's social media strategy, operating smoothly without affecting content reach or visibility. As a result, their content continues to perform well across all platforms, driving high engagement and supporting a positive online space. 

The Impact

The integration of TrollWall AI into Greenpeace Slovakia’s social media management had a transformative impact on their day-to-day operations and overall engagement with their online community. A deeper look at the key benefits they experienced include:  

• Time Saved on Community Moderation: The most immediate and measurable impact was the time spent on moderating comments is reduced by half, boosting their productivity to 2x - freeing the team to focus on more strategic tasks such as developing their channel strategies.  
• Shifting Conversations To More Focused Discussions: TrollWall AI not only helped in filtering out hate speech but also led to a cleaner, more constructive community dialogue. The platform enabled the Greenpeace team to shift the conversation toward meaningful engagement with their audience – a noticeable improvement in the quality of discussions, with more positive, on-topic interactions.  
• Positive Mental Health Impact: The introduction of TrollWall AI also had an indirect, but important impact on the mental well-being of Greenpeace Slovakia’s team. As the burden of managing negativity lessened, the team was able to maintain a healthier work environment, reducing the emotional toll that came from managing toxic online discussions, resulting in the growing number of volunteers. 
• Data Driven Strategy: Thanks to our AI-powered tools, Greenpeace Slovakia was able to make informed decisions about their community sentiments, such as identifying Instagram as a more powerful platform to build more engaging and constructive community. This knowledge allowed the team to allocate resources more strategically, focusing on Instagram for in-depth discussions while using Facebook primarily for broader outreach.  

With TrollWall AI, Greenpeace Slovakia successfully regained control of their online narrative, transforming social media from a space overwhelmed by negativity to one fostering quality community engagement. The AI-powered solution allowed Greenpeace Slovakia to cut down the time spent on moderation by half or more, enabling the team to focus on its core mission—driving environmental advocacy and inspiring change.  

Patricia Brandysová, Digital Engagement Manager at Greenpeace Slovakia

Summing up the transformative impact of TrollWall AI for NGOs, Patricia Brandysova, Digital Engagement Manager at Greenpeace Slovakia said, “As an environmental non-profit that is trying to protect our climate and nature, we are often exposed to hate speech in online space. Since we started to use TrollWall AI our community management has become much easier to handle and honestly, it's like having an invisible AI activist with us on board. Now we have more time to focus on constructive discussions under our posts."