Counter-radicalisation campaign

The brief:

Develop the FATE charity into one of the chief platforms for compelling counter-narratives against Islamic State. Focus specific appeal towards vulnerable youth audiences as well as their families. 

The solution:

  • 4x campaign films

  • 3x campaign animations

  • 27x social media posters

  • 2x websites

  • Brand strategy playbook

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

The results:

  • Over 31.5 million social reach

  • Over 56,000 new social media followers

  • Website unique visits: 146,178

  • Film views: 1.1 million

  • Five new charities were recruited to join FATE through the social media campaign

  • 84 pieces of news reporting


Ghosts. Click to view Arabic and French versions.

Emma's Experience

Dinner Table. Click to view Arabic and French versions.

Emma's Experience

We Are Tomorrow. Click to view Arabic, French, German and Russian versions.

Emma's Experience

Voice of Truth. Only produced with Arabic VO with foreign language subs. 

Emma's Experience


Playbook and strategy guidelines

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© 2020 Drew Charsley