#NotAnotherBrother counter-radicalisation campaign
A hard-hitting, international counter-radicalisation campaign aimed at stopping at-risk young people heading to war.
Disciplines
Art Direction
Media
Film
Digital
Client
Quilliam
The brief
Combat Islamic State (ISIL) propaganda that was recruiting vulnerable young Muslims to their cause, destroying communities and families in the UK and abroad.
The solution
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We co-opted ISIL’s propaganda tactics and used them to deliver a powerful counter-narrative that was aimed at the friends and family of those at risk of radicalisation
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The campaign was spearheaded by our film which we seeded anonymously into targeted social media groups
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Print, PR and social supported the film in raising awareness and encouraging conversations
The results
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Over half a billion media impressions in its first week
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Nearly 75,000 YouTube views across almost 200 countries, including ISIL’s main recruiting grounds
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UK schools used the film in their PSHE classes
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The UN used the film in its work with UNESCO
OOH, PR & Social
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Billboards were placed in areas in the UK and Europe with confirmed high levels of radicalisation
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PR packs contained copies of the letter featured in the film and mock ups of childhood photos to build out the story and drive home the risk to families
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Postcards that could be used to begin a dialogue with at-risk individuals were distributed at community centres
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Social content used stills and lines from the film to drive the message home
