Quilliam Foundation #notanotherbrother
At Verbalisation, I worked with The Quilliam Foundation to stop vulnerable young British Muslims resorting to extremism and violence. Specifically we defined our audience as people considering taking their radical ideas further than passive support, such as sharing inflammatory material on social media.
Initially we released our content unbranded: by collaborating with the FCO, we created a fake online Twitter persona as a cypher to share our work within local radical communities. Phase two then saw us launch branded messaging to the general public and press.
In total our film received more than 600 million impressions, and now UNESCO, the Home Office, the US Department of Defense and various UK schools use it as part of their work tackling extremism. But more than that, we could actually see that it had been viewed in areas under ISIS control, and as a result, the Foundation actually received a number of letters from former extremists praising the film's message.
Launch film
Our film examines the consequences of extremist influence within a family, as an older sibling’s insidious ideas affect his younger brother. We end with the powerful statement: ‘Don’t let your words turn our brothers into weapons,’ and the hashtag - #notanotherbrother’ - which are the two emotion anchors of the campaign.
