A social engineering tactic that consists in using someone's bad reputation and visibility to promote good ideas in order to prevent people from agreeing with them.
First, a certain character from among the elites is chosen on the basis of how bad an impression he evokes. It could be someone particularly ugly (or maybe even good-looking, but that gives off some sort of "villain" or "madman" air about him), or with a very distinct lack of charisma.
Second, the selected character is instructed to intentionally damage his own image as much as possible by doing or saying things that are either openly nasty or openly stupid (or, in alternative, things that are not inherently wrong, but that still go directly against commonly accepted knowledge or morality, and are therefore guaranteed to be frowned upon by the masses).
Third, the selected character is given a high (though negative) visibility; all major media outlets will talk about him, condemning him for his unacceptable views or deeds (and he will be instructed to go entirely along with this), further cementing his position as a "bad person" in the eyes of the masses.
Finally, once reached widespread unpopularity, he will be trained to say some actually good or truthful things, and/or to attack the status quo's lies and projects; because of his bad reputation, people will automatically assume the opposite of what he's saying, and therefore stray even further away from their own interests and towards the elite's ones.