Pepe the Frog is back in new campaign aimed away from hate

[Pepe the Frog was labelled a hate symbol by the Anti-Defamation League last month. Benluna12/Pixabay]

Pepe the Frog, a fictional character that became an Internet meme often associated with racism and anti-Semitism, is set to be reclaimed as a positive image thanks to a social media campaign launched by the Anti-Defamation League (ADL) and the cartoon frog’s creator.

The goal is to take Pepe back “from racists and use the frog’s likeness as a force for good,” according to an ADL release.

“Pepe was never intended to be used as a symbol of hate,” said ADL chief executive officer Jonathan Greenblatt in the Oct. 14 statement. “The sad frog was meant to be just that, a sad frog.”

Last month, the league classified Pepe the Frog as a hate symbol, where it joined the ranks of the swastika and the Confederate flag. On social media, Pepe became associated with “alt-right” movement of the U.S., according to the Toronto Star.

“It’s completely insane that Pepe has been labelled a symbol of hate, and that racists and anti-Semites are using a once peaceful frog-dude from my comic book as an icon of hate,” Furie said in the release.

In response, Furie is creating a series of positive Pepe memes to help curb the negative messages associated with the frog. ADL will promote the new memes on social media accompanied with the hashtag #SavePepe.

Furie said he hopes to “share the light hearted spirit of the original chilled-out champion” through new and joyful Pepe memes.