The Anti-Defamation League (ADL) has launched a new campaign to reclaim a positive message around the internet meme Pepe the Frog, which has been co-opted by some white supremacists and pockets of Donald Trump's supporters.

“Pepe was never intended to be used as a symbol of hate," Anti-Defamation League CEO Jonathan Greenblatt said in a statement Friday.

The ADL declared Pepe the Frog a hate symbol late last month, and the group said Friday it would work to recast the cartoon amphibian's image in a more positive light, including introducing a #SavePepe hashtag.

The artist behind Pepe the Frog said Thursday "it's completely insane" that his creation "has been labeled a symbol of hate."