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We were approached to help undercut ISIL’s relentless online propaganda.

After researching the motivations of jihadists, we developed a strategy, engagement plan, and language framework that resulted in the through-the-line campaign #notanotherbrother.

It is the most viewed counter-extremism campaign of all time, with more than half a billion media impressions globally. It is now used by the United Nations, the US State Department and the US Department of Defense in their counter-radicalisation work – and countless UK schools in their PSHE classes.


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