Creative & Art Direction
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:
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A powerful film that targeted family members of the target audience, as these were most likely to have the greatest positive influence
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A print and social campaign with aligned PR to raise awareness and start conversations
The results:
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A global reach, with over half a billion media impressions in its first week
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Nearly 30 million Twitter impressions
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Nearly 75,000 YouTube views across almost 200 countries, including Iraq, Libya, Tunisia and Saudi Arabia – ISIL’s main recruiting grounds
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UK schools use the film in their PSHE classes
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The UN uses the film in its work with UNESCO
Film
Pre-release teasers
OOH, PR and social content
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.
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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.
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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.
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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.
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Watch a comprehensive case study below.
Impact
“The slogan at the end of #NotAnotherBrother made me cry.
It made me realise that my words had turned our brothers into weapons."
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An email from a former extremist after watching the film.
