The Quilliam foundation asked us at Verbalisation to create a campaign aimed at those within the Muslim community who advocate and share extreme Islamist ideas – challenging them to reconsider the potential consequences of their support. We identified our target audience as Islamists who sympathise with the aims and grievances of terrorists, but not the tactics – and are considering taking such ideas to the next stage. We created a film aimed at these people. The campaign was designedto emphasise the costs of continuing with their actions, and downplay any potential rewards they might expect. Our film shows the consequences of an older brother’s extremist influence on his younger sibling. It ends with the line “Don’t let your words turn our brothers into weapons” and the hashtag ‘#notanotherbrother’ – which are both at the heart of our campaign. To date, the film has been viewed more than 60,000 times, and the global Twitter reach has spread to more than 600 million. Now UNESCO has approached us to use the film in its work with children. The campaign was covered by several major UK papers, including The Telegraph, The Independent and The Guardian, and has featuredin overseas publications, including Russia Today and The Washington Post, and on global television from South America to Israel.
Some of the awards we received for the #NotAnotherBrother initiative.
The extended version was seeded on social media following the teasers and short. Also in 5 different languages.
The print campaign was later recalled due to it's possible negative image.
Our campaign sparked debate throughout the mainstream papers.