THE IMPACT OF COUNTER-NARRATIVES Insights from a year-long cross-platform pilot study of counter-narrative curation, targeting, evaluation and impact Tanya Silverman Christopher J. Stewart Zahed Amanullah Jonathan Birdwell www.againstviolentextremism.org About The Institute for Strategic Dialogue (ISD) is a London-based ‘think and do tank’ that has pioneered policy and operational responses to the rising challenges of violent extremism and inter-communal conflict. Combining research and analysis with government advisory work and delivery programmes, ISD has been at the forefront of forging real-world, evidence-based responses to the challenges of integration, extremism and terrorism. The Against Violent Extremism (AVE) network is a unique and powerful new global force in the ongoing struggle to tackle violent extremism. Former violent extremists ('formers') and survivors of violent extremism (‘survivors’) are empowered to work together to push back extremist narratives and prevent the recruitment of 'at risk' youths. AVE uses technology to connect, exchange, disseminate and influence all forms of violent extremism (from far right and far left to AQ-linked and inspired and gangs). It leverages the lessons, experiences and networks of individuals who have dealt first-hand with extremism. Through the website and YouTube channel, members can stay in touch, share ideas, collaborate, find investment and partners, and project their messages to wider audiences. About the authors Tanya Silverman coordinates the Against Violent Extremism (AVE) network at the Institute for Strategic Dialogue. AVE is a partnership between ISD, Jigsaw (formerly Google Ideas) and Gen Next which comprises of former extremists and survivors of extremism. Previously, she was involved in all areas of the organisation’s security and counter-extremism work, particularly counter-narratives. Christopher J. Stewart is a programe associate at the Institute for Strategic Dialogue, focussing mainly on ISD's Online Civil Courage Initiative (OCCI). The OCCI was launched by Facebook in Berlin, January 2016, and is designed to counter hate speech and extremism online. Previously, Christopher helped to deliver innovative counter extremist campaigns in projects run with private partners Google, Facebook and Twitter, and government partners such as, the United States State Department. Zahed Amanullah heads the counternarrative projects at ISD, with extensive experience in creating and managing on and offline resources and technology to combat radicalisation, hate speech, and to promote dialogue between Muslim communities and wider society. He is the Chair of the Concordia Forum, a global network of leaders from Muslim backgrounds that holds conferences and exclusive retreats annually. He is a founding board member of CEDAR, a pan-European network of Muslim professionals and a founding board member of AMILA (American Muslims Intent on Learning and Activism). Zahed has a BS from the University of California, Berkeley and a graduate diploma in management from the University of Bath. Jonathan Birdwell is Head of Policy and Research at the Institute for Strategic Dialogue. Jonathan leads ISD’s research and policy strategy, policy reports and policy maker networks, including the Policy Planner’s Network, the Strong Cities Network, and the educational film series, Extreme Dialogue. Prior to joining ISD, Jonathan was based at the think tank Demos, where he authored reports on the relationship between non violent radicals and violent extremists, and online supporters of far-right xenophobic political parties and street-based movements. Acknowledgements The authors would like to thank Yasmin Green at Jigsaw (formerly Google Ideas) for her deep involvement with this pilot project, as well as Caitlin MacDonald for her editorial input in this publication. All errors and omissions are the sole responsibility of the authors. Copyright © 2016 Institute for Strategic Dialogue, All rights reserved. Any copying, reproduction or exploitation of the whole or any part of this document without prior written approval from the Institute for Strategic Dialogue is prohibited. This material is offered free of charge for personal and non-commercial use, provided the source is acknowledged. For commercial or any other use, prior written permission must be obtained from the Institute for Strategic Dialogue. In no case may material be sold, altered, or rented. The Institute does not generally take positions on policy issues. This views expressed in this publication are those of the authors and do not necessarily reflect the views of the Institute for Strategic Dialogue. Table of Contents SUMMARY 5 INTRODUCTION 10 • Project aims 11 • Selecting partner organisations 12 • Methodology 13 CAMPAIGN OVERVIEWS 14 • Targeting 15 • The ExitUSA Campaign 16 • The Average Mohamed Campaign 18 • The Harakat-ut-Taleem Campaign 20 CAMPAIGN FINDINGS AND ANALYSIS 22 • Awareness 23 • Reach, gender and age 25 • Video views and viewer retention 25 • Viewer retention versus engagement metrics 26 • Engagement 27 • Likes, shares and comments 27 • Breakdown of engagements 29 • Engagements: Increasing the online presence of the campaign 30 organisations • Comments 31 • Impact 36 • Sustained engagement 36 • Sustained constructive engagement 37 • Sustained antagonistic engagement 42 • Summary of impact 44 RECOMMENDATIONS 46 • Strengths and weaknesses of platforms 48 • Recommendations for counter-narrative campaigners 48 • Recommendations for social media platforms 49 CONCLUSION 50 GLOSSARY 52 SUMMARY Executive Summary The concept of creating counter-narratives1 in order to push back against extremist recruitment and propaganda has become well established in recent years. In practice, however, it has proven difficult to curate this content in a systematic way, target it toward at risk audiences, and - most importantly - measure constructive impact on their behaviour. Over the past few years, the Institute for Strategic Dialogue (ISD) has developed research and pilot studies conducted with the Against Violent Extremism (AVE) network of former extremists and survivors of extremism that it manages. This research has been conducted in order to test and improve methodologies that help optimise the impact of counter- narrative campaigns. This report presents the development, deployment, and evaluation of three counter- narrative campaigns orchestrated by AVE and Jigsaw (an incubator within Alphabet that uses technology to address geopolitical issues) with additional in-kind and financial support from Facebook and Twitter. This project builds on the findings of a previous counter-narrative pilot project conducted in 2014 and attempts to find ways to achieve greater scale, authenticity, efficiency, reach, and impact. The key objectives of this project were to: • Assist a wide geographic, ideological, and cultural variety of small non-profit organisations to develop and disseminate counter-narrative content to target audiences by utilising a variety of social media advertising tools; • Analyse the strengths, weaknesses, and overall effectiveness of different social media platforms to facilitate reach and engagement among target audiences; and • Provide guidance to build the capacity of similar non-profit organisations to produce effective counter-narrative content in the future by creating ‘how-to’ videos and a counter-narrative ‘toolkit’.2 To achieve these objectives, AVE identified two pre-existing organisations and assisted them in the creation of counter-narrative content along with the development and execution of a target audience strategy. In the third example, AVE created a fronting organisation from scratch, building a brand through multiple accounts across multiple platforms in response to security concerns from the third party organisation. The three campaigns included: • Average Mohamed. A non-profit organisation that uses animation to encourage 1 A counter-narrative is a message that offers a positive alternative to extremist propaganda, or alternatively aims to deconstruct or delegitimise extremist narratives. For further definitions of terms refer to the glossary at the end of this publication. 2 www.counternarratives.org The Impact of Counter-Narratives |5 critical thinking among Somali youth (in Somali and English) about extremist ideologies. • ExitUSA. A project of the US-based non-profit organisation ‘Life After Hate’, which aims to discourage individuals from joining white power movements and encourage defection by offering a ‘way out’. • Harakat-ut-Taleem. A front organisation created by AVE for a third party Pakistani communications company with sound experience in creating counter-narrative documentaries and content. They aim to counter Taliban recruitment narratives in Pakistan. The campaigns were deployed in October 2015 with a total of 15 videos spread across the organisations. The methodologies used in the campaigns were informed by AVE’s previous experience using social media advertising tools to reach target audiences. While the three counter-narrative campaigns are different in terms of content, approach and target audiences, a number of common findings emerged from the campaigns. The evaluation criteria used for evaluating the campaigns were ‘awareness’, ‘engagement’ and ‘impact’. Key findings Our hypothesis was that a small amount of funding and guidance for counter-narrative campaigners, in terms of deploying social media advertising tools to reach ‘target audiences’, could dramatically improve the awareness,