WHO WE ARE

The ‘MPOWER Project is a not-for-profit, non-partisan NGO that is a hybrid creative/strategic communications agency and think tank with the goal of “out-branding” social and digital recruitment to violent ideology using research-backed brand marketing strategies and tactics. The ‘MPOWER Project advocates for preventative, human-centric approaches to countering violent extremism and has developed an original audience theory – Identity Vulnerability – which considers radicalization through nuanced understanding of an at-risk individual’s state of mind.

What we do

We work on strategic communications and public affairs campaigns of all varieties, but we specialize in “out-branding” destructive ideology and changing narratives and perspective on the ground around violent extremism and in conflict ripe environments.

  • Strategic Communications Platform Development
  • Creative Approach and Content Strategy
  • Creative Development and Content Execution
  • Brand Development for Public Sector
  • Issue Positioning and Cause Marketing for Private Sector Brands
  • Campaign Development for Out-branding Extremism and Destructive Ideology, Narrative Change, Movement
  • Creation, Issue Awareness and Education
  • Custom Policy and Issue/Cause Research Per Campaign
  • Cross-Sector Partner Strategy, Vetting and Development
  • Audience Engagement and Strategic Media Management
  • Audience Insights and Analytics – Audience Determination

What we do

The ‘MPOWER Project is a nonprofit organization modeled after a private sector creative and brand development agency that employs brand marketing strategies and tactics to ideology-based social recruitment challenges and causes.

  • Strategic Communications Platform Development
  • Creative Approach and Content Strategy
  • Creative Development and Content Execution
  • Brand Development for Public Sector
  • Issue Positioning and Cause Marketing for Private Sector Brands
  • Campaign Development for Out-branding Extremism and Destructive Ideology, Narrative Change, Movement
  • Creation, Issue Awareness and Education
  • Custom Policy and Issue/Cause Research Per Campaign
  • Cross-Sector Partner Strategy, Vetting and Development
  • Audience Engagement and Strategic Media Management
  • Audience Insights and Analytics – Audience Determination

We work on strategic communications and public affairs campaigns of all varieties, but we specialize in “out-branding” destructive ideology and changing narratives and perspective on the ground around violent extremism and in conflict ripe environments.

Who we work with

  • Governments and Government Agencies
  • NGOs, Think Tanks, nonprofit organizations
  • Academia
  • Private Sector Agencies and Brands
  • Tech Companies

Unique Value Proposition

The ‘MPOWER Project’s work is grounded in academic style research, which then informs development of content strategy, messaging concepts and campaign execution. We are also in-process with development of technology that will target distribution of campaign messaging to at-risk individuals using the NGO’s audience theory – Identity Vulnerability via social and digital media. Finally, technology build out will allow for continued audience learnings to inform future campaigns and allow for rigorous campaign monitoring and evaluation.

Unique Value Proposition

We use the same audience insights framework that consumer marketers use to achieve maximum engagement and narrative resonance. We specialize in a multi-disciplinary marketing approach and develop content for campaigns using the same strategies, tactics and creative framework that consumer brand marketing campaigns are developed with.

Where we work

New York City, but we have team members who operate remotely from a variety of academic institutions and cities across the U.S. as well as the UK (Vanderbilt, University of Maryland, University of Michigan, Cornell, et al.)

Why

Today’s challenge of online recruitment to violent extremism sits at the nexus of politics, cultural trends, technology and media – the need to understand the relationship between policy and the social issues and causes that influence individuals is paramount in order to shift the conversation from reaction to prevention and anti-radicalization.

Why

Today’s challenge of online recruitment to violent extremism sits at the nexus of politics, cultural trends, technology and media – the need to understand the relationship between policy and the social issues and causes that influence individuals is paramount in order to shift the conversation from reaction to prevention and anti-radicalization.

How

We are leveraging a tried and true discipline – marketing – to innovate the use of messaging and strategic communications in preventing online radicalization.

Our team brings together 40+ years of combined experience in conflict resolution, security policy analysis, military and intelligence operations, marketing, journalism, strategic communications, digital media and academia. This combined experience has enabled us to develop a holistic, 360 approach to out-brand violent extremism that puts the human element first and is about prevention at its core.

Our approach utilizes a framework that is based on custom audience research conducted with academic-standard rigor and the development of creative, marketing-inspired campaigns. This use of strategic messaging and storytelling, combined with cross-sector expertise enables us to reach the right audience, with the right message and continuously look to refine the model.