This campaign in particular has a high `` exploitability '' quotient because it 's about race and stereotypes , perennial hot topics on the Internet , where people can comment anonymously and therefore more freely than they would face-to-face , he said . `` We 're a culture , not a costume '' ad campaign goes viral , generates race debate . Comment: Poster layout , themes lend themselves to exploitability , knowyourmeme editor says . `` Our main purpose was to have a dialogue , '' student says .
`` We 're a culture , not a costume '' ad campaign goes viral , generates race debate . Comment: Poster layout , themes lend themselves to exploitability , knowyourmeme editor says . `` Our main purpose was to have a dialogue , '' student says .