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A hard-hitting, international counter-radicalisation campaign

FATE header image v3.jpg

The brief:

Create a campaign that positions the charity FATE as a major platform for compelling counter-radicalisation narratives. Focus specific appeal towards vulnerable youth and their families. 

I directed the creation of all campaign films and supporting assets, wrote two of the film scripts and oversaw four long days of filming.

The solution:

  • 4x campaign films

  • 3x campaign animations

  • 27x social media posters

  • 2x websites

  • Brand strategy playbook

(content translated into Arabic, French, German and Russian)

The results:

  • > 31.5 million social reach

  • > 56,000 new social media followers

  • > 1,100,000 million film views:

  • 146,178 website unique visits

  • Five new charities recruited to join FATE 

  • 84 pieces of news reporting

For the films we created key frame storyboards supported by mood boards and written treatments to inform stakeholders and production crew of our vision.

Ghosts storyboard 2000px.jpg

Ghosts.

Click to view Arabic and French versions.

Dinner Table.

Click to view Arabic and French versions.

We Are Tomorrow.

Click to view Arabic, French, German and Russian versions.

Voice of Truth.

Arabic VO with foreign language subs. 

Social media content created for the launch of FATE was designed in a variety of visual styles to encourage others to contribute. We knew that a singular, polished style would narrowly define what content should look like and so limit contributions to only those that matched that style.

FATE 1 United ENGLISH 72p.jpg
FATE 3 Arms ENGLISH 72p.jpg
FATE 2 Anger Management ENGLISH 72p.jpg
GI0005_FATE 2D Protect_ENGLISH.jpg
FATE 6 Game ENGLISH 72p.jpg

Animations

Playbook and strategy guidelines

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