Counter Narratives for Countering Violent Extremism

The major goal of counter narratives should be to sow doubt among vulnerable communities exposed to VE impacts and to showcase feasible alternative ways and behaviors.

  • It is critical to be crystal clear about the campaign’s goals. Each campaign should be tailored to the individual – there is no such thing as a “one-size-fits-all” campaign.
  • Counter narratives are a long-term strategy; success is rarely instantaneous; consistent work is most beneficial.
  • Efforts should be made to ensure that campaigns are as compelling as feasible and professionally prepared. It is critical to have high standards. 
  • It is critical to consider Counter Narratives from both an online and offline perspective. The majority of successful campaigns incorporate elements of both.
  • When selecting key messengers for a campaign, ensure they have the technological assistance necessary to properly leverage both online and offline communication channels.
  • Governments and communities conducting counter narrative efforts should seek collaboration with private sector firms – both digital and traditional media.
  • Bear in mind that numerous resources, ideas, and methods have been developed and used elsewhere in The Commonwealth and beyond – do not be afraid to leverage the experience and content developed elsewhere. Additionally, be prepared to discuss what aspects of your efforts have been successful.