We believe that a more human-centric approach to what is generally considered a hard security issue -- radicalization -- is imperative in order to have a chance at eradicating extremist ideology in the long term. This approach recognizes the importance of state of mind indicators and considers radicalization and pre-radicalization through a psychological framework, emphasizing online user behaviors and interaction with messaging.

Alternative Narratives

We present alternative narratives rather than counter messages. This is much more effective from a branding perspective and gives a viable path forward for the audience.


Our narratives are delivered to an audience that is vulnerable to extremism but has not yet attached to a network. This preventative approach is the best way to have a chance at disrupting the influence of radical ideology.


We serve as conduit bringing CVE and terrorism experts together with the most creative advertising/marketing and digital media minds to execute against a common goal.

We are focused on building relationships within the community: we want to listen and work together to develop positive messages


We put utmost importance on preserving our independence. Government lacks authenticity and credibility in counter and alternative narrative development in the context of radicalization. 


We do not profile people based on demographics (race, ethnicity, family background). Rather we look at individual behavior and indicators. Messaging must be targeted and must tap into the psychological state of mind of the viewer.

Identity Vulnerability

Through extensive research, we’ve isolated a cognitive and emotional state of mind described as ’identify vulnerability.’ Occurring prior to radicalization, individuals in this state of mind are vulnerable to extremist ideology proffered by external influencers and instigators that threaten and indicate susceptibility to non-mainstream ideology. Attachment to the narrative changes an individual's perceptions, personal qualities, beliefs and social ties.

Identity vulnerable individuals exhibit a high need for cognitive closure or dislike of ambiguity, a quest for personal significance and the need to belong. They display high rejection sensitivity and binary, black and white thinking.

These individuals are actively seeking narratives that validate their perceived grievances and allow them to regain a sense of empowerment and control over their own destiny. They seek to be the “hero” of their own story and to escape feelings of insignificance characterizing their current situation.

 Vulnerable individuals have greater potential to be drawn into extremist networks, which give them a sense of belonging and validation, creating structure, order and significance in their lives.

Individuals in this state of mind are at a crossroads where they are particularly vulnerable to messaging. The importance of an alternative message for at-risk individuals to connect with or to plant seeds of doubt is pivotal during this pre-radicalization state of mind.