#jagärhar is by far the largest and best-organized collective effort to respond directly to hatred online, anywhere in the world, as far as we know. It is also one of only two civil society efforts against hatred online to have been replicated in numerous other countries. In this detailed account of its efforts– the first qualitative study of such a group – Cathy Buerger shares her findings on how and why #jagärhär members do what they do, how working collectively influences members’ ability and willingness to respond to hatred, and how the group’s strategy is carefully designed to take advantage of Facebook’s algorithms and influence ideas and discourse norms among the general public – not necessarily the ones writing the hateful comments.