The concept of creating counter-narrative in order to push back against extremist recruitment and propaganda has become well established in recent years. In practice, however, it has proven difficult to curate this content in a systematic way, target it toward at risk audiences, and – most importantly – measure constructive impact on their behaviour.

ISD’s Impact of Counter Narratives report presents the development, deployment, and evaluation of three counter- narrative campaigns orchestrated by the Against Violent Extremism network and Jigsaw (an incubator within Alphabet that uses technology to address geopolitical issues) with additional in-kind and financial support from Facebook and Twitter. The report provides fresh evidence that social media campaigns can help spark de-radicalisation.