Technology advocates and celebrities are backing the launch of Free Our Feeds, a campaign designed to “save social media from billionaire capture.” The project aims to raise $30 million over three years to support the development of a social media ecosystem powered by the AT Protocol, or the decentralized network powering Bluesky.

The likes of Mark Ruffalo and Jimmy Wales are backing the Free Our Feeds project, to ensure Bluesky's tech will thrive even if the company goes bad.

The campaign aims to raise $30 million to build an open source social platform free from "billionaire control".

The initiative, Free Our Feeds, aims to protect Bluesky’s underlying technology, the AT Protocol, and leverage it to create an open social media ecosystem that can’t be controlled by a single company or billionaires,