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Peer to Peer: Challenging Extremism The Power of Student Innovation

December 10, 2015

Peer to Peer: Challenging Extremism The Power of Student Innovation

A Global University Youth Initiative and International Competition
Presentation on the Day of the Security 2015


December 10, 2015

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  1. Peer to Peer: Challenging Extremism The Power of Student Innovation

    A Global University Youth Initiative and International Competition EdVenture Partners Tony Sgro, CEO
  2. Mount Royal University The reason I did this was to

    maybe change some minds, to start something, some sort of revolution to the way people think. It starts small, it starts with us. Abdul Ahmed (MKTG 4850 – Brand Champion Team Member)
  3. Al Faisal University “We believe that acknowledging victims of violent

    extremism is an essential part towards reaching the ultimate solution.”
  4. The Approach University students, while enrolled in a class and

    earning academic credit, activate and implement social media and digital campaigns to counter the online presence of extremist groups v Research a defined target audience, create a plan, then activate customized social media and digital campaigns using a $2,000 USD budget over the course of an academic term
  5. What Students Do v Become a social media agency v

    Read the Project Brief and safety protocols v Utilize NCTC resources and research links v Conduct primary research v Develop strategy and creative campaigns v Submit to EdVenture Partners for review v Implement and execute social media strategy v Analyze campaign for effectiveness v Submit a report outlining the campaign and results v Top teams compete in D.C. in front of inter-agency panel
  6. Objectives To design, test and implement a social or digital

    media initiative, product or tool to counter extremism: v Motivates or empowers students to become involved in countering violent extremism v Builds communities of interest / networks focused on countering violent extremism
  7. International University Partners Al Akhawyan University, Morocco Lahore University of

    Management Sciences, Pakistan Al Faisal University, Saudi Arabia Princess Rahma University College, Jordan American University of Kuwait, Kuwait Turku School of Economics, Finland Amman Arab University, Jordan Universita della Svizzera Italiana, Switzerland Beder University, Albania Universiti Teknologi, Malaysia Bournemouth University, England University of Jammu, India Curtin University, Australia University of Applied Sciences, Germany Essec Business School, France University of Bedfordshire, England Gulf University for Science & Technology, Kuwait University of Waterloo, Canada Institute for European Affairs, Serbia University College London, England
  8. International University Partners Vesalius College, Belgium AAB College, Kosovo College

    of Europe, Belgium Laal-u-Anar Foundation, Afghanistan American University of Central Asia, Kyrgyzstan NLA University College, Norway American University in Kosovo, Kosovo Notre Dame University, Lebanon American University of Sharjah, U.A.E. Qatar University Birmingham City University, England University of Alicante, Spain Bishkek Humanities University, Kyrgyzstan Universidad de Granada, Spain Bournemouth University, England University of Gothenburg, Sweden Carthage University, Tunisia University Rey Juan Carlos Vicalvaro, Spain Al Faisal University, Saudi Arabia University of Jordan, Jordan Ege University, Turkey Utrecht University, Netherlands Istanbul University, Turkey Western Sydney University, Australia (Al Yamamah University, Saudi Arabia)
  9. Domestic University Partners California State University, Dominquez Hills The Citadel

    Case Western Reserve University University of Arkansas, Little Rock Concordia University University of California, Los Angeles Georgia State University University of Cincinnati James Mason University University of Massachusetts, Amherst Los Angeles City College University of Mississippi Loyola Marymount University University of Nevada, Las Vegas Marymount California University University of New Hampshire Michigan State University University of New Mexico Middle Tennessee State University University of Southern California New York University West Point/U.S. Military Academy Oklahoma State University Western New England University Rochester Institute of Technology
  10. Sample Course Titles E-Marketing Campaign for Tolerance and Social Engagement

    Cross-Cultural Digital Business Advertising Entrepreneurship for Social Change Strategic Brand Management Global Marketing Strategy Introduction to Western Political Philosophy Peer 2 Peer Special Topics Integrated Marketing Communications Terrorism and Conflict Resolution International Relations Promotion Management E-Commerce and Social Media
  11. Texas A&M University www.funnymilitant.com - a fully functional website that

    displays humorous content in the form of memes, cartoons, and videos that create dialogue and build a global community against extremism
  12. Curtin University v 52Jumaa allows users to fully customize their

    experience with the app v 52Jumaa’s concept can be scaled and adapted to be suitable for people from different cultural and religious backgrounds v 52Jumaa fulfills its CVE objectives without reference to violence or negativity whatsoever v 52Jumaa provides an alternative pathway to violent extremism by channelling young Muslims into a positive framework and social network
  13. Drivers & Preventers of Extremism Refugee, migrant & immigration issues

    Humanitarianism Sectarianism Social Issues: At risk or underserved communities Civic Engagement Community Building/social change through the arts Defector Stories Community Policing Rehabilitation Border Security Credible Religious Voices Cultural Heritage Preservation
  14. Background Solving the refugee crisis = Challenging Extremism Refugee’s path

    to a new country: Escapes horror Seeks asylum in a new place Tries to integrate into new society If they feel unwelcome or lack of belonging Frustrated & loses hope Alienates from society ➔ is at risk This is where we have to succeed! Goes back home ➔ is at risk
  15. Problem Set ❖Main Problem: Poor integration leads to radicalization and

    violent extremism ❖Sub-problems: ❖Lack of information (Country & City) ❖Lack of meetings with locals ❖Nothing to do in the reception center ❖Local people’s attitudes: negative
  16. How do we solve the problem? Social media Mobile service

    Events and events calendar Online Offline Integrated campaign: + Get campaign on news Awareness, interest & opinion change
  17. Events v Friendly football match v United By Food –

    international dinner v Suit up asylum seekers (Secret Santa) Goals v Bring cultures together v Create media awareness v Bring people online after events
  18. Social Media website Official presence Main channel for information &

    discussion Supporting channel: visual content Supporting channel: video content Supporting channel: attracting opinion leaders Goals: ❖ Interaction ❖ Promotion for online actions ❖ Sharing event material ❖ Promotion of offline action Messages: ❖ Positive & emotional ❖ Versatile posts ❖ Arabic translations Channels:
  19. Instagram Supporting channel Sharing visual content Attracting younger Finns and

    immigrants Generating traffic to Facebook & website
  20. Twitter Supporting channel Attracting opinion leaders in Finland Sharing information

    Participating in on-going conversations EENSHOTS HERE!
  21. About City – Integration App Solution for faster integration Information

    Interaction Everyday life Top things to know Important places Sports & leisure Get involved Online discussion Events calendar
  22. What does About City look like? Crystalize information Make it

    fun and easy to Make it visual Translation to Arabic + other
  23. Summary “Choose Your Future is a great example of how

    academic enthusiasm, voluntary work and digital innovations can help in solving our complex problems. Social media and the free flow of information are one of the causes for large scale immigration. They can also offer solutions. Innovation has been the most significant driver for development, and fostering it is crucial for turning the challenge of immigration into an opportunity - in Europe and worldwide. Integration is the best tool against extremism. I strongly encourage Choose Your Future and other similar projects to help immigrants integrate and eventually contribute.” Petteri Orpo Minister of the Interior Finland
  24. Missouri State University One95 is a digital, grassroots movement uniting

    the voices of all 195 countries to #EndViolentExtremism
  25. Two Page Brochures Look Book Strategy vSecure funding and incubate

    best P2P initiatives, products and tools Two Page Brochure Samples vBrochure Template vMissouri State University – One95 vCurtin University – 52Jumaa
  26. Strategies & Tactics Highlights Insert Name of Campaign or Campaign

    Logo Insert strategies and tactics utilized to support your campaign implementation and engage your defined target audience. Insert campaign highlights that demonstrates impact, behavior change, movement building, etc., or other desired impact as a direct result of your campaign. Insert School Name Insert Theme, slogan, or call to action phrase you used to promote your campaign Insert Image Insert Image Insert Image
  27. Measures of Effectiveness Campaign Overview Campaign Description Target Audience Insert

    Measurement • Provide supporting data Insert Measurement • Provide supporting data Insert Measurement • Provide supporting data Insert Measurement • Provide supporting data Insert creative samples and/or images from your campaign implementation in the space. Rationale Opportunities to scale
  28. Strategies & Tactics Highlights One95.org website Documentary Style, Testimonial Videos

    Community Initiatives One95 Tweet-A-Thon on Missouri State’s campus “We are One95” Video Social Media platforms Commom Core Based Lesson Plans Classroom posters & World Trivia Game Ambassadors Program Missouri State University One95 is a digital, grassroots movement uniting voices of all 195 countries to #EndViolentExtremism #EndViolentExtremism hash tag campaign Tweet-A-Thon reached over 75 countries Documentary video of student from Swat Valley, Pakistan who experienced the Taliban first hand NPR, Foreign Policy and other national and local media coverage Tested middle school lesson plan through cultural exchange with American Nicaraguan School in Managua Endorsement from Superintendent of American Community School in Amman, Jordan Over 130 middle school participants
  29. Measures of Effectiveness Campaign Overview Lesson Plan Research • 57%

    increase in middle school students who correctly answered What is violent extremism? • 68% increase in middle school students who correctly answered What is ideology? Promoting One95 • Obtained18 Ambassadors • Received 3 community endoresements • International implementation in Nicaragua and Jordan Social Media Success • 130,394 Facebook impressions • 44,1000 Twitter impressions • 153 Instagram posts • 101,1825 Thunderclap reach • 6,874 video views – 2 days, 17 hours worth of viewing Campaign Description A global issue needs a global solution. One95 is a digital platform for starting initiatives and receiving support for individuals and organization to help prevent violent extremism. The platform allows for collaboration and learning from one another across cultures, for the purpose of uniting voices. By, educating, empowering and connecting 1 person, 1 community, and all 195 countries around 1 goal, people can utilize the One95 platform to collaborate across cultures to end violent extremism. Target Audience „ Primary – Global Citizen „ Secondary – Gen Z (Over 2 billion globally – Age: 11-20) Rationale Violent extremist groups have created an image that appeals to those at risk through fear, division and hate. One95’s narrative confronts that idea with positive, united messaging. We know one person can make a difference, but they do so through their community. By connecting communities through One95, these communities and individuals will end violent extremism. Opportunities to Scale „ One95 platform becomes a hub of best practices of CVE campaigns by youth practitioners around the world „ Translate and implement lesson plans in all 195 countries „ Enhance cross-culture collaboration
  30. Strategies & Tactics Highlights 52Jumaa Mobile App In-App Gamifaction 52Jumaa

    Facebook Page Twitter, Instagram and YouTube Social Media Focus Group Testing Professional Instructional Video with Members of the Target Audience Press Conference to Launch App Approached 25 Media Outlets Curtin University Perth, Australia 52Jumaa mobile app provides positive pathways for vulnerable young Muslims Research indicated 86% of the target audience prefers their mobile phones to tablets for social media use Fulfills CVE objectives without reference to violence or negativity Media launch event attended by U.S. Consular General Ms. Cynthia Griffin Received earned media in several major TV, radio and newspaper outlets 52Jumaa is based on a one- year time horizon for long-term engagement
  31. Measures of Effectiveness Campaign Overview Focus Group Feedback • Identified

    main “purpose” of app is to: promote goodness, set life goals, stimulate positive change • Identified “actions” app wants users to take as: make better choices, be a better person, positive actions toward others • Identified app make them “feel”: confident, happy, motivated Application Rating • A majority of the target audience rated 52Jumaa as very good or excellent: clarity, sustainability, simplicity, visual appeal, interest, believability and shareability Social Media Success • 1,393 YouTube views • 459 Facebook likes • 624 Facebook engagements • 7,157 Reached via Facebook Campaign Description 52Jumaa is an interactive mobile app that provides an alternative pathway to violent extremism by channeling young Muslims into a positive framework and social network. 52Jumaa allows users to fully customize their experience, helping to build personal identify, social interaction and positive behavior. The experiences include daily affirmations, personal challenges and goals, and a scoreboard to compare a user’s rank with friends in their online network. Through the network, 52Jumaa mobilizes users and communities of peers to become agents for positive change. Target Audience „ Young Muslims between 15-18 years of age Rationale Research suggests a mobile app targeted at youth in the seeking-seduction phase of the radicalization vulnerability framework can effectively challenge negative narratives, which can reinforce social isolation and lead to radicalization towards violent extremism, by providing users with positive alternatives to negative stimuli. Opportunities to Scale „ 52Jumaa can be adapted for people from different cultural and religious backgrounds (e.g. 52Sundays) „ Local religious leaders could participate in offering challenges and positive affirmations „ Add a “photo stream” to further unite users “The app wants us to be more aware of the type of person we are and motivates you to be a better person.” Noor Alani – Focus Group