Counter-Daesh campaign

The Global Coalition against Daesh was formed to degrade and defeat Daesh.

Working closely with The FCO, who provided crucial intelligence, we created a broad range of counter-Daesh content consisting of animations, graphics and films. We  translated the content into French and Arabic and posted it on social media.

The strategic aims of the campaign included:

  1. Taking the propaganda fight to Daesh, forcing them to commit valuable resources to counter our messaging – resources which might otherwise be engaged in more kinetic action.

  2. Convincing civilians living in Daesh-occupied territories that they had not been forgotten, boosting their morale before the beginning of operations to liberate them.

After months of work, we started to receive counter-Daesh information from on the ground and we know our work was having the desired effect.

Watch a comprehensive case study here.

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© 2020 Drew Charsley