PAVE Training Module 2

Section outline

• Now that you have identified your target audience and thought about how you will craft your message, we need to determine the best way to amplify your message to your target audiences. From your research, you should already know where your audience spends their time online and offline and how they consume information. Remember, audiences will not come to you - you need to go to them.  Make sure you are making it easy for them to see your campaign.

  A counter or alternative narrative campaign could come from one or more mediums. Examples include: 

  • Videos: Short films or animations
  • Text: Slogans or hashtags
  • Audio:  Podcasts or interviews
  • Images: Photos or memes
  • Online content: Social media posts, blogs, petitions or opinion pieces
  • All forms of art or creative expression

  GET CREATIVE!

  For example, through comic books! Suleiman Bahkit is the creator of “Hero Factor,” a graphic novel about fighting terrorism. It competes with terrorist propaganda for its young audience’s attention. Terrorists often emphasize adventure, heroism, identity and history as tools of recruitment, as they know these are appealing factors to many young people. Suleiman Bahkit is also using these, but instead to fight extremism. “The number one reason that terrorists join a cause is to be heroes in their life. They want to matter, they want to be part of something bigger than themselves,” Bakhit says. “The only way to counter this is with stories that feature heroes based on hope, tolerance, gender equality and acceptance.”  His comic creations, featuring heroes such as Princess Heart and Element Zero, proved so popular that they are now being handed out to Jordanian schoolchildren as textbooks. Watch this video to learn more: 

  Source: Wired UK. “Suleiman Bakhit: Fighting ISIS with Comic Books.” November 3, 2014. https://www.youtube.com/watch?v=c5CSRDq_H7U.
  

  You are not only trying to counter content coming from extremists, but also trying to break through the noise of all other content available on the internet. Whatever your content is, it needs to be attention grabbing. Your first sentence, photo or few seconds of video need to make your audience curious. 

  Remember: No campaign will have the need or the resources to be on every social media platform! 

  Here are a few additional thoughts to consider: 

  • What platform(s) does your target audience spend the most time on?
  • Why you want to use each platform and what specifically it will add to your campaign. What does it offer that other platforms don’t?
  • How do people engage with content on a specific platform? 
  • If you are using more than one platform, how will they complement each other? 
  • Do you have the knowledge or understanding to effectively use a platform?

  Be mindful of which platforms are popular or highly regulated or banned in the countries you are trying to reach your target audience. Then consider who is delivering your message.

  It’s important to have a messenger that your audience finds credible. Think of the messenger and message like a song. The lyrics might be powerful, but the singer also needs a good voice. Consider who your audience is likely to trust, be inspired by or listen to. This may include: 

  • Former extremists; 
  • Survivors of extremism; 
  • Respected organizations, charities, or projects relevant to who you want to reach;
  • Individuals who your audience respects such as sporting figures, musicians or actors; or 
  • Influential and respected faith, community, women or youth leaders and activists. 

  See this last example, #everynamecounts, The Arolsen Archives aim to establish a digital memorial to the people persecuted by the Nazis. Future generations should be able to remember the names and identities of the victims and put faces to history. Not only does it show examples of the past, but sheds light on what can happen when racism, antisemitism and discrimination becomes a narrative within a society. Find out more here: https://www.youtube.com/watch?time_continue=131&v=10Bv2rl9vPc&feature=emb_logo.

  
  

  

  Source: Aroslen Archives. “Jeder Name zählt: Digitales Crowdsourcing-Projekt der Arolsen Archives.” May 7, 2020. https://www.youtube.com/watch?time_continue=131&v=10Bv2rl9vPc&feature=emb_logo.

  You are ready to launch your campaign! Good luck! 
  

  
  

How to Craft Your Counter or Alternative Message

Jump to... Main learning site Session 1: Objectives and Expected Results How Does the Internet Support and Create Opportunities for Extremist Narratives and Radicalization? Digital Recruitment in Today's Society What Tactics Do Violent Extremists Use to Radicalize Individuals? Who Do Violent Extremists Target in Radicalization and Recruitment Online? How and Why Do Youth Become Key Targets for Radicalization and Recruitment? Gendered Lens: How and Why Do Women Become Key Targets for Radicalization and Recruitment? How Does Religion Influence Online Recruitment and Radicalization? What About Policymakers? How do They Support Radicalization and Resilience Factors? Additional Resources for Session 1 Session 2: Objectives and Expected Results What Could An Extremist Narrative Look Like? How Can We Address Online Radicalization and Recruitment? What is Counter or Alternative Messaging and How Can it Be Used to Prevent Radicalization? Building a Strategic Campaign Guidelines for Creating an Effective Campaign Mapping Your Target Audience How is Our Target Audience Currently Interacting with Extremist Content? How to Craft Your Counter or Alternative Message Your Counter or Alternative Narrative Campaign is Launched - Now What? Evaluating Your Counter or Alternative Narrative Campaign Now It’s Your Turn to Make a Counter Narrative Campaign! Additional Resources for Session 2 Session 3: Objectives and Expected Results Being Safe When Using Online Spaces Safety Through An Inclusive Lens What if Someone I know is Talking to an Unsafe Person? Key Considerations for Building Multi-Stakeholder Collaboration and Trust to Prevent Online Radicalization and Recruitment Additional Resources for Session 3 Print Your Course Certificate

Your Counter or Alternative Narrative Campaign is Launched - Now What?