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Counter-radicalisation campaign

The brief:

Combat Islamic State propaganda that was recruiting vulnerable young Muslims to their cause, destroying communities and families in the UK and abroad.

The solution:

  • A powerful film that targeted family members of the target audience, as these were most likely to have the greatest positive influence

  • A print and social campaign with aligned PR to raise awareness and start conversations

The results:

  • A global reach, with over half a billion media impressions in its first week

  • Nearly 30 million Twitter impressions

  • Nearly 75,000 YouTube views across almost 200 countries, including Iraq, Libya, Tunisia and Saudi Arabia – ISIL’s main recruiting grounds

  • UK schools use the film in their PSHE classes

  • The UN uses the film in its work with UNESCO

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Pre-release teasers

OOH, PR and social content

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Further information

Islamic State (ISIL) weren't just fighting battles in the Middle East, they were fighting a war of words on social media too.

We were asked by the Quilliam Foundation to help stop ISIL recruiting vulnerable young Muslims, destroying countless communities and families in the UK and abroad.

We adopted ISIL’s propaganda tactics and used them to deliver a strong counter-narrative that was aimed, not at those at risk of radicalisation, but at friends and family who might stand a chance of intervening.

The campaign was spearheaded by our film #NotAnotherBrother, which we seeded anonymously into targeted social media groups. Weeks later, a Quilliam-branded version was released.

Watch a comprehensive case study below.


The slogan at the end of #NotAnotherBrother made me cry.
It made me realise that my words had turned our brothers into weapons

An email from a former extremist after watching the film.

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