The ‘MPOWER Project is a creative agency-style Think Tank dedicated to fighting online recruitment to violent extremism.
We bring the power of Madison Avenue, Tech and Data Science and Empirical Academic Research together with nuanced understanding of the psychology of violent extremism to prevent recruitment to violence-based ideology online.
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 merges strategic messaging, brand marketing tactics and digital media and data science to develop a new human-centric approach to “out-brand” destructive ideology that threatens cognitive security and peaceful, inclusive society.
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…