Calling itself a "cuddle army" (Troetelleger), a volunteer group has started sending positive notes if a politician faces a slew of hateful messages online.
Many female politicians regularly face online abuse.
The group has already drawn more than 2000 people, according to Ana Karadarevic, who is participating in the initiative.
The approach has succeeded, organisers say.
"Hundreds of positive messages mean that the hateful ones no longer stand out, and we can even influence an algorithm," the group said.
Karadarevic adds that their approach also means others are less likely to send negative posts.
"Hate is contagious. But if it is not visible, it stops."
The initiative comes as Dutch voters prepare to elect a new parliament on October 29.
There has been an increase in threats and online attacks on MPs since campaigning began.
MPs from several parties have even cancelled public appearances on several occasions for fear of attacks.
The government is responding by making special security arrangements for election campaign events and beefing up personal protection for leading candidates.
An independent citizens' movement launched the "Hoopzaaiers" (Sowers of Hope) campaign.
"We want to show that there are more of us than you," says Karadarevic.
They have also noticed an increase in attacks during the election campaign.
"We are receiving more and more tips about who we should send friendly messages to."
And more and more volunteers are coming forward, she said.
The group set up the "cuddle army" less than a month ago and it has so far deployed two or three times a week.
The organisers send participants a link through messaging services such as WhatsApp or Signal asking them to send kind messages.
"It can be very short or just a few hearts," Karadarevic said.
At the start of the week, trolls sent hateful messages and comments to Amsterdam Mayor Femke Halsema after the award ceremony of a queer magazine.
In response, volunteers sent hundreds of positive posts and many pink hearts, as well as hashtags drawing attention to their initiatives, outbalancing all the negative comments.
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