The ‘MPOWER project is a non-governmental organization that develops cognitive resilience with the goal of inoculating against extremist ideology through strategic communications and counter messaging.
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 indicators of each audience.
We realize the impossibility of the challenge that we have taken on, believe wholeheartedly in the importance and necessity of a more human-centric approach to fight violent extremism.
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.
The ‘MPOWER Project co-presented a full day forum – The PVE Forum – on October 17, 2018 in NYC alongside The Counter Extremism Project and The Permanent Missions of Norway and Jordan. Read more about the Forum here
The theory of Identity Vulnerability describes the motivational and personality characteristics of individuals who may be susceptible to violent ideologies. The ’MPOWER Project seeks to use theory, prior academic research, and original empirical research to create brand marketing-style campaigns…
The Preventing Violent Extremism (PVE) Forum was a full day forum co-presented by The ’MPOWER Project and Counter Extremism Project on October 17, 2018 at Scandinavia House, New York City. The Forum was co-hosted by the Permanent Missions of Norway and Jordan…