Mental Health 2021: Risks, opportunities and future investments

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f Mental Health 2021 Risks, opportunities and future investments 09.29.2020 PLTF EX PLTF EX-04347 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0001 META3047MDL-148-00000669 METANMAG-033-00099816 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 Suicide, Self-Injury, & Eating Disorders Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0002 ΜΕΤΑ3047MDL-148-00000670 METANMAG-033-00099817 Agenda 1 tl:dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 Suicide, Self-Injury, & Eating Disorders Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0003 ΜΕΤΑ3047MDL-148-00000671 METANMAG-033-00099818 tl;dr We seek to align on an overall strategy for mental health across FB, Inc. After our recent Understand Sprint, we aligned with Health, Integrity, and IG Well-being teams on: Key mental health challenges affecting FB Inc. Principles on which we should prioritize tackling these challenges A prioritized list of areas that require attention Integrity is already focused on topics with the highest risk for real world harm. However, adjacent Mental Health topics (e.g. body image) are damaging our reputation and blocking our ability to be recognised for the work we do to reduce real world harm. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0004 ΜΕΤΑ3047MDL-148-00000672 METANMAG-033-00099819 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 SSI & Eating Disorders Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0005 ΜΕΤΑ3047MDL-148-00000673 METANMAG-033-00099820 Nomenclature Prevalence: A measure of the fraction of experiences on our platforms that meet a policy definition. Legitimacy: People and external stakeholders believe that our integrity work is effective at reducing harm and that our enforcement is defensible and fair Reputational Risk: Any risk to our reputation, real or perceived. This can be through integrity risks, or accusations that our products are inherently harmful Defense work: Work that reduces harm or risk that people encounter as a result of using our platforms. This broadly aligns to 'Respond to potential harm' in this deck Offense work: Work that we undertake that leverages the strengths of our platforms to improve the experience of our community, above mitigating harm. This broadly aligned to 'Proactive user support' in this deck. SSI: Suicide, Self Injury ED: Eating Disorders FoA: Family of Apps MH: Mental Health HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0006 META3047MDL-148-00000674 METANMAG-033-00099821 We seek to accelerate our ability to address content issues on platform for topics such as eating disorders, for which we have limited mitigations SCA Hashtags that promote eating disorders are relatively easy to find, resulting in ED content. The problem is adversarial in nature - blocking hashtags just results in many more, and we need proactive detection of these to make progress. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0007 ΜΕΤΑ3047MDL-148-00000675 METANMAG-033-00099822 Current headwinds per Policy/Comms What we're hearing: Comms The perception of Facebook's reputation in this space is impacting our ability to highlight the good work FB is doing. For example, we have downgraded the preferred "comms volume" for the upcoming launch of the hub for mental health resources due to fear of external repercussions. What we're hearing: Policy Policy makers from around the world perceive the FoA's impact on Mental Health to be negative and harmful (specifically regarding youth) or neutral in select regions. We are not perceived as positively contributing to MH. Facebook is perceived to be a contributor to mental health issues and exacerbations, with specific considerations to social pressure and comparison; addiction, worsening self esteem and feelings of loneliness; and on IG particularly, body image issues. Instagram 'helped kill my daughter' Molly Russell, 14, took her own life in 2017. When her family looked into her Instagram account they found distressing material about depression and suicide. Molly's father lan says he believes Instagram is partly responsible for his daughter's death. The Sun Conor Benn warns social media is a 'killer' as he quits Instagram in order to preserve his mental health CONOR BENN walked away from social media at the peak of his pulling power-to preserve his mental health. At 23, and in a mandatory.... 22 hours ago KXAN.com Not getting enough 'likes' on social media affects teens' mental health , UT researchers say AUSTIN (KXAN)-Social media could be affecting adolescents' mental health. Researchers at the University of Texas at Austin conducted... 22 hours ago BBC Three 'Racial abuse on social media takes a toll on my mental health But with some social media stars gaining thousands or even millions of followers, there are drawbacks to being constantly online and so... 4 days ago CLUSIVE Social Dilemma: not about addiction or polarization, but about growing attention to our perceived impact on people emotionally HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0008 ΜΕΤΑ3047MDL-148-00000676 METANMAG-033-00099823 Competitors have built similar tools, but are getting more credit as they face less criticism than FB, Inc. TikTok's "You're in control" content 5:46 ← Fact Vs Opinion! Microsoft Teams partnering with Headspace Microsoft Teams is getting virtual commutes and Headspace meditation nion @tiktoktips-07-23 Learn how to tell the dithmence beg a neutral fact and a biased ponion #TikTok Tips fusic Promoted Music 3 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) End Protalnak September 23, 2030 800 AM Enterprise wellbeing and productivity insights Happy Monday! 67% fin 10:45 PLTF EX-04347_0009 ΜΕΤΑ3047MDL-148-00000677 METANMAG-033-00099824 In Q3 we conducted a Mental Health Understand Sprint for FB, Inc. and identified urgent opportunities What we did • Lit review: ID'd biggest issue areas in mental health, based on 144 academic articles • Prioritized topic areas: Principled recommendations on topics FoA is best positioned to address • Ideated: Brainstormed ideas to address MH topics - through defense, offense, or resources • Synthesized: Summarized opportunity for greatest impact by topic area Recommended Topics Topics based on lit review, internal research, and criticism: Depression Anxiety Body Image & Eating Disorders Suicidality & Self- Injury Note: Loneliness to be reviewed separately buckets: Opportunities Opportunities fall into three Defense Offense Connect to Resources Most urgent being acceleration of defense opportunities in Eating Disorders Suicide and Self- Injury 10 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0010 ΜΕΤΑ3047MDL-148-00000678 METANMAG-033-00099825 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 SSI & Eating Disorders Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0011 ΜΕΤΑ3047MDL-148-00000679 METANMAG-033-00099826 In service of an integrated mental health strategy across FB Inc, we propose the following Prioritization Principles 1 Real world harm comes first 2 Ensure we have a strong reputation for mental health overall: Mental health challenges that damage our reputation block our ability to be recognised for reducing real world harm This means that while we can prioritize, we cannot only focus on high severity issues such as SSI. We must create a baseline of credibility across all high-pri mental health issues to unlock our ability to get credit on work for real world harm. 12 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0012 ΜΕΤΑ3047MDL-148-00000680 METANMAG-033-00099827 There are two big buckets of Mental Health Topics, each with respective risks if we don't increase current investments Topic Depression Anxiety Body Image Eating Disorders - Self-Injury - Suicide Risk of not addressing now Unaddressed reputational risk. External community perceives harms from FB, but does not see visible mitigations from our team. Highest risk for real world harm. Being addressed, but there are opportunities to accelerate, specifically with Eating Disorders Note: There are issues in the broader bucket of well-being that impact mental health. Related issues include loneliness, social comparison, bullying/harm. The above list focuses on "public health" Mental Health topics and is not an exhaustive list. 13 Not exhaustive, focused on most likely to be affecting our reputation HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0013 ΜΕΤΑ3047MDL-148-00000681 METANMAG-033-00099828 We propose an integrated mental health strategy across the FoA that includes both responses to harm and proactive support Respond to potential harm Mitigating where content or behavior may lead to harm Success judged on prevalence Proactive User Support Increase legitimacy with our users and control reputational risk Measured by legitimacy Mitigation of Ranking, Harmful Recommendations, Content Discoverability Friction User Control Resources Partnerships Supportive Product Experiences Connect users to high quality 3rd party resources to support knowledge, attitudes, and behaviors Amplify voices and campaigns of partners; engage jointly in research Standalone features such as a sleep timer or "relaxation room" with meditation videos Primarily supported by teams such as Health, Instagram Well-Being, Feed Well-Being, etc. Remove content from platform report bad actors Downrank potentially harmful content; block from discovery surfaces Primarily supported by Integrity teams Make it harder to upload violating or near-violating content Allow users to select to see less of specific content 14 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0014 ΜΕΤΑ3047MDL-148-00000682 METANMAG-033-00099829 Our current coverage leaves many important areas of Mental Health support and harm reduction unmitigated CURRENT STATE Respond to potential harm Mitigate where content or behaviour may lead to harm Success will be judged on Prevalence Mitigation of Harmful Content Ranking, Recommendations, Discoverability Proactive User Support Increase legitimacy with our users and control reputational risk Friction User Control Measured by Legitimacy Resources Creation of, and connection to, resources Partnerships Supportive Product Experiences Mental Health Topic Depression Anxiety Body Image Eating Disorders Self-Injury Started, not completed Suicide Currently supported Started, not completed No current supports to users HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0015 ΜΕΤΑ3047MDL-148-00000683 METANMAG-033-00099830 “Accelerated investment” - what we get at end of H2 2021 (+7 HC on Community Integrity, +10 IG HC = +17 total HC) What this gets us: Team Focus CI: Accelerate investment in Eating Disorders and Friction IG: Create IG team focusing on Mental Health (Body image, Anxiety, Depression), integrated with CPS detection Health: N/A - No new HC in this scenario What this gets us: Features RESPOND TO POTENTIAL HARM • Accelerate SSI, and particularly Eating Disorder investments, across FB + IG • Standalone IG team focuses on friction experiences and behavioural detection for high reach problems (Body Image, Anxiety, Depression) • Deliver friction for SSI, across FB + IG PROACTIVE USER SUPPORT • Create user controls for all MH topics on IG only HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0016 ΜΕΤΑ3047MDL-148-00000684 METANMAG-033-00099831 Slide 16 1 Accelerated Investment Jessica 9/30/2020 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0017 META3047MDL-148-00000685 METANMAG-033-00099832 “Go big” investment - what we get at end of H2 2021 (+11 HC on Community Integrity, +10 IG HC, +7 Health HC = +28 total HC) What this gets us: Team Focus What this gets us: Features CI: Accelerates ED investment, expands topic coverage to Body Image, Anxiety, Depression IG: Create IG team focusing on Mental Health (Body image, Anxiety, Depression), integrated with CPS detection Health: Increased ability to create user controls, more comprehensive partnerships and resources across topic areas RESPOND TO POTENTIAL HARM • Accelerate Eating Disorder investments (FB+IG) • Standalone IG team focuses on friction experiences and behavioural detection for high reach problems (Body Image, Anxiety, Depression) • Start mitigating harmful content for new topics such as Body Image, Anxiety, Depression (FB+IG) • Deliver friction across all Mental Health topics (FB+IG) PROACTIVE USER SUPPORT • Create User Controls for all MH topics (FB+IG) • Create crisis and ongoing resources for all MH topics (FB) • Develop product experiences to reduce potential harm (e.g. sleep timer) (FB) • Bring Partners into our products, providing support and moderation (FB) HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0018 ΜΕΤΑ3047MDL-148-00000686 METANMAG-033-00099833 Slide 17 2 "Go Big" Investment Jessica 9/30/2020 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0019 META3047MDL-148-00000687 METANMAG-033-00099834 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 SSI & Eating Disorders Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0020 ΜΕΤΑ3047MDL-148-00000688 METANMAG-033-00099835 Our current state for SSI will address high harm issues but work will not complete until end of 2022 Subproblem Reactive Proactive Reporting Detection Borderline Crisis Detection and Resource Actor Friction Seeker Friction actioning S Suicide Q4 '20 H1-H2 '21 H1-H2 '21 Self Injury Q4 '20 H1 - H2 '21 H2 '21-H1 '22 Eating Disorders Q4 '20 H1-H2 '21 H2 '21 H1 '22 H1/H2 '22 Execution Challenges • Regulatory limitation of proactive detection in EU leaves a 'black hole' of coverage, which can pollute our platforms • Privacy and Legal limitations on detection of account level information limits our scope to focusing on content - which doesn't solve the whole problem HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0021 ΜΕΤΑ3047MDL-148-00000689 METANMAG-033-00099836 Current plans for SSI: Timeline H2 '20 Measure prevalence of harmful content Detect Borderline SSI Ship SSI Search Friction Ship ED Proactive Detection H2 '21 Ship ED Borderline Actioning Continue reducing prevalence of all harmful content Expand account level actioning Create ED crisis resources H2 '22 Continue to drive down prevalence Get space to sustainable maintenance state Iterate on ED friction H1 '21 Drive down prevalence of harmful content Reduce exposure of Borderline SSI content Start account level tracking and actioning Define ED Borderline Policy and start labelling H1 '22 Iterate on proactive detection and automation. Continue reducing prevalence Get problems to 3-Operational. Explore friction for ED Assumptions: 1. We are eventually allowed to run proactive detection in the EU 2. We are allowed to collect account level info on SSI by H1 2021 3. We aren't blocked by COVID-induced capacity constraints in 2020 or 2021 Out of scope: 1. Anxiety, Depression, Body Image 2. Longer term support resources. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0022 META3047MDL-148-00000690 METANMAG-033-00099837 [Illustration] Current state and future state: Eating Disorders Current State Eating disorder content Eating disorder accounts SCA athinspo cherrybabe.thinspo Thinspo ATWA body_checks_ thinspo fatgirlgetslim Fitspo Thinspo SCA reverse.thinspo thinspo._.ed NonBinary!! thathincon... SCA arr SCA Future State Friction: Warning screens 2:04 2:04 ← User Controls Alex Raj SCA See Fewer Posts Related To: Fitness and Weight Loss Short description of typical content in category Dieting and Low Calorie Eating Short description of typical content in category Politics and Current Events Short description of typical content in category> Can we help? If you or someone you know is going through a difficult time, we'd like to help. Get Support HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0023 ΜΕΤΑ3047MDL-148-00000691 METANMAG-033-00099838 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 SSI Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0024 ΜΕΤΑ3047MDL-148-00000692 METANMAG-033-00099839 What does success look like for Mental Health at FB, Inc? 1 2 For Responding to Potential Harm: a. SSI Maturity: Get to level "3-Operational" per Integrity standards for Suicide, Self Injury and Eating Disorders b. Control Borderline content: We have appropriate borderline detection for all key mental health topics, and ensure we reduce prevalence and visibility of this content as appropriate C. Friction: We deliver friction to harmful content creators, and to people who seek out harmful content d. We have a measure of SSI and ED content, and can consistently reduce the prevalence and impact of harmful content 2. For Proactive User Support, we: a. Empower our community with tools to control/hide or otherwise influence non-violating content they are exposed to, where the content is associated with exacerbating MH issues b. Support through resources: Create resources for crisis management and ongoing support of Mental Health C. Drive progress through partners: Deliver products that connect people to our partners, and work together with partners to amplify key messages d. Create new product experiences: Deliver products that combat causes of poor mental health, like prompting users who overuse our products to take a break e. f. Depression, Anxiety and Body Image: We reduce perception of the high reach of content and behaviour related to these subproblems We have a strong reputation regarding our approach to Mental Health, as judged by our community, Reiterate that we need to achieve both for success - the real ROI comes from achieving both of these initiatives. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0025 ΜΕΤΑ3047MDL-148-00000693 METANMAG-033-00099840 What does success look like for SSI, specifically? 1 We bring Suicide, Self Injury and Eating Disorders to level "3-Operational" a. We detect and action all content that indicates an imminent and credible suicide risk b. We remove all explicitly harmful content, like graphic and promotional content. 2 We have appropriate borderline definitions for all subproblems, and ensure we reduce visibility of this content 3 4 We deliver friction to harmful content creators, and to people who seek out harmful content We have appropriate resources for all of our subproblems, to help people in the moment* HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) *Ownership of resources may be better suited to the Health org, though crisis resources are currently managed by Cl PLTF EX-04347_0026 ΜΕΤΑ3047MDL-148-00000694 METANMAG-033-00099841 Agenda 1 tl;dr 2 Current landscape 3 Proposed integrated strategy for Mental Health 4 SSI Deep Dive 5 What success looks like 6 Discussion HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0027 ΜΕΤΑ3047MDL-148-00000695 METANMAG-033-00099842 Discussion Questions 1. Do you agree that while we can prioritize, we cannot only focus on high severity issues such as SSI (slide 12)? 2. How much do we want to invest in Mental Health (options listed on slide 16 + 17)? 3. Are we missing anything from the success criteria for an overall Mental Health strategy for FB, Inc (slide 23)? 4. With your help, how can we ensure support for this strategy cross-family (e.g. support from Feed, Groups, etc)? HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0028 ΜΕΤΑ3047MDL-148-00000696 METANMAG-033-00099843 Appendix 1/ Proposed scenarios: Detailed resource and coverage information Projected End of H1 2021 - no new HC "Accelerated Investment" "Go Big" investment 2/ Definitions of MH Topics 3/ Mental Health Understand Sprint: Product idea examples 4/ Mental Health Understand Sprint: Details on potential product directions by topic Depression Anxiety Body Image & Eating Disorders SSI 5/ Example of gaps: Borderline suicide content HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) 27 PLTF EX-04347_0029 ΜΕΤΑ3047MDL-148-00000697 METANMAG-033-00099844 Projected coverage at end of H1 2021 with current investment leaves many unmitigated challenges (7 HC across CPS, no IG HC) PROJECTED END OF H1 2021 NO NEW HC Mental Health Topic Depression Anxiety Body Image Eating Disorders Self-Injury Respond to potential harm Mitigate where content or behaviour may lead to harm Success will be judged on Prevalence Mitigation of Harmful Content Ranking, Recommendations, Discoverability Started, not completed Started, not completed Proactive User Support Increase legitimacy with our users and control reputational risk Friction User Control Started, not completed Measured by Legitimacy Resources. Creation resources of, and connection to, Partnerships Supportive Product Experiences Started, not completed Started, not completed Suicide Projected coverage at end of H1 2021 Started, not completed No planned supports to users HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0030 ΜΕΤΑ3047MDL-148-00000698 METANMAG-033-00099845 "Accelerated investment" - projected end of H2 2021 (+7 HC on Community Integrity, +10 IG HC = +17 total HC) What this gets us: Team Focus • CI: Accelerate investment in Eating Disorders and Friction • IG: Create IG team focusing on Mental Health (Body image, Anxiety, Depression), integrated with CPS detection • Health: No change to plan "ACCELERATED" INVESTMENT Respond to potential harm Mitigate where content or behaviour may lead to harm Success will be judged on Prevalence Mental Health Topic Mitigation of Harmful Content Ranking, Recommendations, Discoverability Proactive User Support Increase legitimacy with our users and control reputational risk Measured by Legitimacy Resources Creation Friction User Control of, and connection to, Partnerships resources Supportive Product Experiences Depression Anxiety Body Image Eating Disorders Self-Injury Suicide Feasible with current investment With "accelerated investment, feasible by end of H2 2021 No planned supports to users HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0031 ΜΕΤΑ3047MDL-148-00000699 METANMAG-033-00099846 "Go big” investment - projected end of H2 2021 (+11 HC on Community Integrity, +10 IG HC, +7 Health HC = +28 total HC) What this gets us: Team Focus • CI: Accelerates ED investment, expands topic coverage to Body Image, Anxiety, Depression IG: Create IG team focusing on Eating Disorders and Body Image, with friction and controls integrated with CPS detection • Health: Increased ability to create user controls, and more comprehensive partnerships and resources across topic areas Respond to potential harm "GO BIG" INVESTMENT Mitigate where content or behaviour may lead to harm Success will be judged on Prevalence Mitigation of Ranking, Recommendation s, Discoverability Proactive User Support Increase legitimacy with our users and control reputational risk Measured by Legitimacy Friction User Control Resources Creation of, and connection to, Partnerships resources Supportive Product Experiences Mental Health Topic Depression Anxiety Body Image Eating Disorders Self-Injury Harmful Content Suicide Accelerated Accelerated Accelerated Feasible with current investment With "go-big" investment, feasible by end of H2 2021 No planned supports to users HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0032 ΜΕΤΑ3047MDL-148-00000700 METANMAG-033-00099847 Mental Health Topics Depression Anxiety Body Image & Eating Disorders Suicidality & Self- Injury Loneliness Problematic Use Self-worth Depression is a mood disorder characterized by persistent feelings of sadness and hopelessness, and a loss of interest in previously enjoyable activities (ref). Anxiety is an emotion characterized by feelings of tension, worried thoughts and physical changes like increased blood pressure (ref). Anxiety disorders occur when feelings of intense fear and distress are overwhelming and prevent us from doing everyday things (ref). Negative body image is when a person has negative perceptions and feelings about their body or physical appearance (1, 2, 3). Eating disorders are clinically diagnosed disorders such as anorexia nervosa, bulimia nervosa, or binge eating disorder, several of which are characterized by body image disturbances (1, 2). Suicidality is thinking about, considering, or planning suicide (ref). Also includes recurrent thoughts of death (e.g., wishing you were dead). Self-injury is deliberate bodily harm without intention of suicide (ref). A distressing feeling that accompanies the perception that one's social needs are not being met by the quantity or especially the quality of one's social relationships (ref). Also known as "social media addiction" externally although it is not clinically classified as a true addiction. Internally (for Facebook use), we define problematic use as experiencing both of the following issues "very often" or "all the time" (ref): - Lack of control or feelings of guilt over Facebook/FOA use Negative impact in at least one of the following areas: sleep, parenting & children, social relationships, or productivity. Feeling that you are capable, valuable, and just as good as other people. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0033 ΜΕΤΑ3047MDL-148-00000701 METANMAG-033-00099848 Mental Health: Product idea examples Respond to potential harm Mitigating where content or behavior may lead to harm Success judged on Prevalence Mitigation of Harmful Content Ranking, Recommendations , Discoverability Proactive User Support Increase legitimacy with our users and control reputational risk Measured by legitimacy Friction User Control Resources Partnerships Supportive Product Experiences Building classifiers to detect graphic self harm imagery, enqueuing for review and deletion Building a classifier to identify Borderline SSI content, and flagging this content so it is not recommended Offering resources and distraction when someone searches for content related to SSI Allowing users to flag that they don't want to see content related to a certain topic, e.g. dieting and weight loss Self serve mental health hub to help understand and navigate mental health challenges Crisis Support Over Messenger allowing users to connect with our partners for support on specific issues NPEs for navigating specific mental health conditions (e.g. sleep timers, a "relaxation room" with meditation resources)) Note: There are issues in the broader bucket of well-being that impact mental health. Related issues include loneliness, social comparison, bullying/harm. The above list focuses on "public health" Mental Health topics and is not an exhaustive list. 32 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0034 ΜΕΤΑ3047MDL-148-00000702 METANMAG-033-00099849 Depression Defense Offense Foundations/Resources Ranking and Recommendations Mitigation of Harmful Content In-line Product Tip User controls Friction Facilitate connections Mental Health product Expert resources Entry point to resources Campaign Partnerships Main opportunities are expanding resources and ways to access them. Also potential for new products to enhance support and encourage positive, meaningful activities, and opt-in user controls to see less of certain content. Risky. Ideas not specific to topic Ideas not specific to topic. Ideas better captured in another lever Few ideas; reminders to take breaks from the platform in certain contexts (following bullying; to support sleep) Opt-in, easily available controls to change content exposure should something be upsetting (e.g., mute, shift to interests vs news, reduce content triggering social comparison for that person) Ideas not fleshed out. Difficult to implement. Ideas better captured in a another lever Few ideas; one promising: social support interventions after a negative experience like bullying Promoting valued activities, improving time management, encouraging self-reflection, enhancing social support for people who need help and find it difficult to reach out Resources that include ways to ask for support, support someone else, cope with negative experiences, and use the platform in beneficial ways Surfacing resources for both emotional and behavioral coping following being a target, linking to resources for sleep, lighter touch resource pop-ups Few ideas; normalizing messaging and promoting awareness of social comparison and sleep issues Few ideas; related to linking to off-platform sleep resources HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0035 ΜΕΤΑ3047MDL-148-00000703 METANMAG-033-00099850 Anxiety Defense Offense Foundations/Resources Ranking and Recommendations Mitigation of Harmful Content In-line Product Tip User controls Friction Facilitate connections Mental Health product Expert resources Entry point to resources Campaign Partnerships Main opportunities are giving people more control over who or what they interact with on FOAs. Opportunities to build new products to promote reduction in stress and connecting people with resources or experts. Ideas not fleshed out. Risky Few ideas Many good ideas, though ideas are not all fleshed out and sometimes broadly applicable (e.g., YTOF tips, suggestions to reduce notifications) Curation of FB to individual's needs (e.g., through setting an "unwind time" leading up to sleep), "night mode" to reduce overwhelming content at night, management of notifications End of Feed, mindful breaks during user activity after certain hours Ideas not fleshed out Focus mode. Nominate people to be part of your mental health network. Relaxation room/tab where people focus on deep breathing and other calming exercises. "Adult bedtime story" where celebrities or friends read a bedtime story, Tips for how to manage anxiety, resources for self-compassion and internal validation, basic stats to help normalize anxiety Messenger integration to help people connect with professionals Possibly risky for partners, anxiety awareness and normalization campaign (e.g., celebrities Open-Up style campaign) Few ideas that are mostly represented in other areas, partner with experts for direct support or celebrities for de-stigmatization, mindfulness apps HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0036 ΜΕΤΑ3047MDL-148-00000704 METANMAG-033-00099851 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) Foundations/Resources Offense Body Image & Eating Disorders Defense Ranking and Recommendations Mitigation of Harmful Content In-line Product Tip User controls Friction Facilitate connections Main opportunities are improving detection and reduction of harmful disordered eating related content, controls or friction to limit seeing or posting highly edited images, policies banning 3rd party filters that dramatically alter image, and resources and body positivity campaigns. Risky. Downranking highly edited images or filters that dramatically alter body; upranking body positivity posts. Training algorithms to remove or blur harmful content, profiles, or Groups that promotes disordered eating. Policies to ban 3rd party filters that dramatically alter body. Few ideas. Ideas not fleshed out. Controls for defaults on camera settings (normal versus edited); opt-in to not see options for filters that dramatically alter image; show a sticker for highly edited photos. Limiting filters or edited photos. Additional prompt before posting highly edited image. Few ideas. Ideas not fleshed out. Mental Health product Few ideas. Ideas not fleshed out. Expert resources Supportive resources about body image and eating disorders for individuals, friends, and parents. Entry point to resources Campaign Partnerships Surfacing links to supportive resources when actions or content related to body image are detected. Partnerships with experts and influencers to promote body positivity messages widely on a platform. Partnering with influencers to encourage less filters and more body positive messages. Partnering with experts to provide support over Messenger for those with body image and eating disorders. PLTF EX-04347_0037 ΜΕΤΑ3047MDL-148-00000705 METANMAG-033-00099852 Foundations/Resources Offense Suicidality & Self-Injury Defense Ranking and Recommendations Mitigation of Harmful Content In-line Product Tip User controls Friction Main opportunities are connecting people to resources and experts and in mitigating harmful content. Addressing this problem seems to involve focusing on it specifically (most solutions were specific to this topic, and not part of common problem areas) Few ideas. Risky (e.g., emotion detection and/or manipulation) Building out detection and flagging options for violating SSI content; also consider blurring treatments for borderline content, age gating, etc Few ideas. Risky User control to opt out of SSI content, even if had seen or followed previously Few ideas Facilitate connections Mental Health product Expert resources Entry point to resources Campaign Partnerships Few ideas. Ideas are broad; though potential in this space for social connection to ameliorate risk for suicide Few ideas but several good ones: reminder feature for bystanders to check in on friends, pre-filled posts for groups, Group admin support, elevating resources with daily hints/reminders Many ideas, mostly specific to suicide/crisis: resources that cover a spectrum of distress; for in-the-moment confusion; info on how to talk to others if you are struggling. Also resources to support the support network Extending IG's model of expanded entrypoints for bullying resources to FB; more entry points from suicide or self-harm-related posts or news; surfacing resources for bystanders Increased awareness of the issue of suicidality - symptoms, who it affects, why parents should be aware Ensuring access to helpline communication through our platform, crisis support over messenger especially expanded globally HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0038 ΜΕΤΑ3047MDL-148-00000706 METANMAG-033-00099853 Example of gaps: Borderline Suicide content 12:42 74% #wanttodiesobadly 100+ posts Follow See a few top posts each week SCA < We don't demote dark and depressive content, which can be harmful in aggregate. Importantly, this was the content that was consumed by Molly Russell, and the cause of the connection between her suicide and instagram. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0039 ΜΕΤΑ3047MDL-148-00000707 METANMAG-033-00099854 f HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) PLTF EX-04347_0040 ΜΕΤΑ3047MDL-148-00000708 METANMAG-033-00099855