The couple bought the domain “wherewhitepeoplemeet.com” in May 2015 and commissioned their son, a high school senior, to design it.
While an early version has been online since August, the site officially launched last weekend when Russell unveiled an immediately divisive billboard southwest of Salt Lake City.
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“If we want equal rights in this country, it has to be equal rights for everybody.” Russell points to his site’s recent traffic as evidence that others agree: More than 100,000 people visited White People Meet on Sunday, and — as of this writing — 1,033 people have registered to browse the site for free.
(Russell would not share how many had actually become paying members.) He insists that the reaction has been overwhelmingly positive thus far; it’s the people criticizing him, he says, who don’t truly understand the true nature of race and racism.