The 'MPOWER Project merges strategic messaging, brand marketing and digital media to develop a new human-centric approach to out-brand destructive ideology that threatens cognitive security and peaceful, inclusive society.
What We Do:
Understand ideology and attachment to extremist ideas through the lens of a psychology-based audience theory - Identity Vulnerability - which includes an early stage state of mind enabling someone to be at-risk and seeking a new narrative attachment
Use research to create and execute brand marketing style campaigns meant to out-brand against violent extremism and attachment to destructive ideology
Leverage psychology-based research to develop bespoke data segments and a distribution model to present the right message to the right audience via the right platforms.
Engage and empower at-risk audience through development of virtual community and connection to locale based partnerships and programming
Our Core Values:
We believe that words and ideas are more powerful than violence
We take a human-centric approach to hard security issues
We use storytelling to connect, engage and inspire
We focus on providing a positive alternative to the “brand” ideology narrative rather than countering individual recruitment narratives
We support a compassionate, nuanced approach to cross-sector dialogue and cooperation