Trump supporters on r/The_Donald generally believed in the white genocide conspiracy theory. Participants there described "meme magic" as the idea that the internet memes they created could be willed into existence. For months leading up to the Charlottesville "Unite the Right" riot, The_Donald participants shared memes with the slogan "All Lives Splatter" (a reference to All Lives Matter) captioning cartoons of protesters being run over. The real-life Charlottesville car attack, which killed one and injured dozens, brought those memes to life.