Meta & Children's Online SafetyFutureXFuture: A collaboration between Partnerships, The Factory and PMM
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Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 1 of 24 AMENDED Exhibit 50 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation 17-YGR Docun FutureXFuture A collaboration between Partnerships, The Factory and PMM HIGHLY CONFIDENTIAL (COMPETITOR) facebook FOODA META3047MDL-065-00285554 Agenda Business case Strategic Hypothesis Proposal HIGHLY CONFIDENTIAL (COMPETITOR) Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 3 of 24 META3047MDL-065-00285555 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 4 of 24 We have a teens problem 9.5 M 9 M 8.5 M 8 M 7.5 M May '17 Jul '17 Sep '17 Nov '17 Jan '18 Mar '18 - US teen_dap FB: Pulled based on Lifestage model HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285556 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 5 of 24 And worse, a perception that we are a problem for Teens Inquiry finds children being pushed to brink by social media bullying; tech giants doing little SOCIAL media tech giants like Facebook, Sanpchat und Twitter need to be more transparent and accountable for their failing to chabat cyber-bullying which is hurting children. Charles trans News & World x Amencas Teenage cyberbullying victim mocked on Facebook days after suicide in front of parents I love you so much just remember that please and I'm so sorry for everything' the 18-year-old wrote in her final message to her family Facebook is the worst social network for bullying with 19-year-old BOYS the most common victims Being Glued to Facebook is Causing Major Problems for Teenagers HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285557 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 6 of 24 Teens are at risk of being 'exposed' to an unintended audience All All Top Tier Barriers (Stated Importance) Showing 5-7 (Top 3 box), Ranked by All (N=100 Bottom Tier Barriers (Stated Importance) Showing 5-7, Ranked by All (N=1000) 0) I prefer to post on apps that are more fun than Facebook 43% Facebook doesn't protect my privacy 27% I would rather see what others are doing, rather than sharing what I am doing 38% Embarrassing content about me (pictures, posts, etc.) from a long time ago shows up on Facebook 26% The people who I want to share with don't use Facebook 37% I'm not sure who is able to see my posts 24% I get more response to my posts on other apps 37% Too many people see my posts 23% It's embarrassing when my parents comment on my posts 36% My network of friends on Facebook is too broad and random to share with 23% My parents will see my posts 35% Friends I add later will see everything I've ever posted 22% Facebook doesn't allow me to be as creative with what I share or Most of the people who see my posts are adults 35% 22% post I'm worried that what I share or post could impact me later in life 33% Facebook isn't for people my age 33% I feel like I'm the only one my age who posts on Facebook What I want to post doesn't fit with the other stuff I see on Facebook 22% 21% Most of the people who see my posts are not my intended audience 32% I don't want to be the one who posts the most among my friends 20% What I share or post stays on Facebook forever 32% I don't think News Feed shows my posts to enough of the right people 19% Facebook is outdated 31% It takes too much time to post to Facebook 18% Facebook is cluttered with too many features 30% I'm concerned about not getting enough likes on my posts 17% Facebook isn't cool 27% Facebook is difficult to use 12% Teen Barriers to Sharing on Facebook: Quantitative Study November 4, 2016 Q: How much of a reason is each of the following for not sharing on Facebook more often? [For non-users] How much of a reason is each of the following for not using Facebook at all? (Showing 5-7, Ranked by All) Top 5 Barriers among each audience in bold MOE: All=3.1, Base = 6.01, Swing = 4.53, Reach = 6.03 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285558 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 7 of 24 As a result, they are drawn to platforms optimized for 1 to Few communications: smaller groups, more private, intimate conversations Messenger has a 1.15x higher Participation Rate for teens than adults. Group Threads on Messenger by Age 20 18 16 14 12 10 For Messenger groups, we 8 6 see the average number of people in the threads increase with age. 4 2 0 Source: Teen Custom Privacy Control-10/16, Teen Participation Rate 2/18 HIGHLY CONFIDENTIAL (COMPETITOR) 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 Person's age (using age affinity model) -Average Size of Messenger Group Thread -Average Number of Messenger Group Threads META3047MDL-065-00285559 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 8 of 24 "Everyone I know is on Facebook. I post something and all my friends, my dad, my coach sees it. Like, I'm not that close to some friends." US Teen "Nearly half of U.S. teens prefer Snapchat over other social media" Recode, Oct 2017 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285560 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 9 of 24 The Challenge Facebook's unique offering is 1 to Many communications Something Teens don't currently see value in and media perceives as bad for Teens HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285561 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 10 of 24 2:04 < Mark, Katie, Katherine, Katr... Q + At the moment, the Small Groups project is working to solve this by creating more intimate ways of sharing Strategy Go from a place where teens share to everyone, to a place where teens can share to anyone Product Idea A new share sheet optimized for casual sharing and small groups Write something... Mark Simmons added Jake Sully and 6 others to the group. 15 mins Jim Price Totally feeling this today Comment HIGHLY CONFIDENTIAL (COMPETITOR) *** META3047MDL-065-00285562 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 11 of 24 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 12 of 24 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 13 of 24 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 14 of 24 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 15 of 24 How it comes to life 4 Coinciding FutureXFuture Pilots Education Programming Partner with Scholastic to create curriculum and a contest asking students to make a video about what they would do to address an issue they're passionate about Influencer Activation Encourage teens with significant social followings to use Facebook to mobilize their community to reach a goal related to their passion Teen-led ALT Marketing An off-platform campaign by teens for teens to drive awareness and perceptions of Facebook as a place to amplify their voice on the issues that matter Youth Summit A day long event at MPK where 100 teens join their peers to discuss, share and amplify their opinions following the 2018 midterm elections HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285581 Timeline Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 16 of 24 March - June August - September October November - December Spring 2019 Create curriculum Education Programming with scholastic + get teacher feedback Launch lesson plans 25 winners chosen to and contest promotion receive $5k scholarships + a trip to FXF Youth Summit Influencer Activation Recruit and work with influencers to identify their cause and goal Collaborate with influencers to improve platform tools to help activate their community to reach their goal Influencers select someone from their community to join them at the FXF Youth Summit Teen-led ATL Marketing Leverage cultural moment around giving Tuesday to launch Youth Summit at MPK with contest winners, influencers and other teen leadership Youth Summit Event planning and logistics Invitations go out HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285582 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 17 of 24 Who's involved An XFN approach to drive relevancy among teens Education Programming Influencer Activation Teen-led ATL Marketing Youth Summit Education Partnerships Leverage established relationship with Scholastic to facilitate activations CE PMM Work with Scholastic + Education Partnerships to ensure FB tools are properly represented in curriculum Influencer/Comm Partnerships Strengthen new and existing relationships with Teen influencers and leaders to build community around their passions/goals Youth PM Product testing with Teens influencers where applicable Consumer Marketing (Factory) Reputation storytelling to test impact of FXF message among all US Teens CE PMM Use / tweak campaign assets to track against Integrity PMM L2 goals Education Partnerships Lead event creation as a strategic filter on existing Youth Summit CE PMM Help incorporate product support (civic tools, safety, etc) into the event agenda / space. HIGHLY CONFIDENTIAL (COMPETITOR) Comms Leverage FXF narrative to drive sentiment among INTS META3047MDL-065-00285583 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 18 of 24 Budget Education Programming $675k School Curriculum $250k On-platform campaign to promote contest $300k Prizes for winners $250k Influencer Activation $500k Influencer engagement for a year $500k Teen-led ATL Marketing $6.5M (Digitally-led) off platform test Media: $5M Production: $1.5M Youth Summit $300K Youth Summit in MPK (including travel) $300k HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285584 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 19 of 24 Mitigating Risks "What credibility does Facebook have to create curriculum for schools?" "Facebook is indoctrinating teens with their liberal agenda." "Facebook is not safe for teens" Don't position Facebook as the org building curriculum, but as a supporter of Scholastic, an expert in education. Showcase an equal mix of conservative/ liberal issues teens care about. Allow teens to speak for themselves to create authenticity and show how we're supporting beliefs/ actions they are already taking. Dedicate additional resources to monitor participating teen pages/groups susceptible to trolling/bullying. Equip educators and students with safety tips and tools before using our platform. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285586 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 20 of 24 Scaling Globally Internationalize curriculum and make an online resource easily available to educators everywhere Launch contest and marketing campaign in key global markets Launch youth events in priority markets HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285587 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 21 of 24 Scholastic Partnership Phase 1: Education Goal: Provide today's youth with the civic tools and knowledge they will need to build strong communities for tomorrow- ultimately elevating young people to be vehicles for positive change in their local communities. Partner with scholastic, youth education, groups, integrity teams across Facebook, and expert partners to create classroom lesson plans that cover topics such as: • Finding your passions / purpose - continuation of work youth education team did last half around emotional intelligence. http://www.scholastic.com/ourbestselves/ • Connecting with causes you care about • Building on and offline communities around those causes • Activating your community on and offline through local government • Civil discourse & building understanding in communities HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285588 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 22 of 24 Scholastic Partnership Phase 2: Activation Goal: Run a contest that will activate young people around the lesson plans. Contest Details: • Choose an issue you're passionate about in your local community and show us how you're taking action on that issue. Submit a video that showcases what the issue is and how you're taking action or how you plan to take action. • Scholastic will do first round of selections and Facebook will choose top 25 winners. • Scholastic will provide incentives for student and teacher participation in the form of scholarships. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285589 Case 4:22-md-03047-YGR Document 2648-16 Filed 01/20/26 Page 23 of 24 Scholastic Partnership Promoting Lesson Plans • Email blasts to high school teachers • Banner media on scholastic.com/Teachers: • E-Newsletters • Content integration on scholastic.com/ Teachers • Scholarship incentives for both teachers and students to participate in the challenge HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-065-00285590 Case 4:22-md-03047-YGR Document 2648-16 24 of 24 Of Teens that want to get more involved in social causes, 1/3 don't due to a lack of access. This goes up to almost half for civic engagement. Things like age, lack of money, and connections are preventing them from further engaging. 31.5% Barriers for Engagement in Social Causes 46.3% Barriers for Civic Engagement No free time 46.1% Lack of knowledge/Connections/Opportunities 11.5% Too young 6.8% Can't make a difference 4.2% arents aren't supportive 3.7% Lack of money 3.7% No transportation Would cause more problems Other/Don't know 10.69% Intorvert/Anitsocial/Anxiety 3% Lack of motivation Nothing 6.8% 4.7% Other/Don't know 6.8% No free time 25.57% Nothing 3.30% Boring 0.80% Nomotivation 5.00% Other people, 2.50% 50Donald Trumpare barama 1.70% 1.70% 2.50% Too young 33.87% Lack of Connections/Opportunities 9.89% Can't make a difference 2.50% HIGHLY CONFIDENTIAL (COMPETITOR) Source: Ypulse Teen Woke Survey, n=463, 13-18 y.o.; F200: What is preventing you from getting more involved in government & politics? (open-end); note: % sum to 100, for those mentioning multiple barriers first one was coded Source: Ypulse Teen Woke Survey, n=371, 13-18 y.o.; F225: What is preventing you from getting more involved in the social causes you care about? (open-end); note: % sum to 100, for those mentioning multiple barriers first one was coded META3047MDL-065-00285591