THE 'MPOWER PROJECT

The ‘MPOWER Project seeks to prevent susceptible audiences from attaching to extremist ideology in their lived and online experiences by developing cognitive resilience and resistance before they are even exposed. We leverage empirical audience research and strategic messaging to inoculate against harmful ideologies and narratives that seek to polarize and promote a false sense of identity, community and purpose... We specialize in the development of omnichannel content for messaging campaigns using the same tactics and creative strategies that consumer brand marketing campaigns are created with. We use the same audience insights framework that consumer marketers use to achieve maximum engagement and narrative resonance... Our research focuses on the state of mind that allows vulnerable audiences to be susceptible to coercive and harmful narratives and seeks to identify the core insights upon which an effective counter messaging strategy can be developed, unique to the psychological..