"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key
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tool in changing behaviour and perceptions of cultural and social norms. Laws and policies that make violent behaviour an offence send a message to society that it is not acceptable.
Success is more likely if messages are tailored to audiences using social marketing principles and create a supportive environment that enables the intended audience to make changes – e.g. by mobilising communities in support of the campaign.
To develop effective campaigns, it is also important to use research, such as interviews with key stakeholders and focus groups with members of the target audience, to determine existing attitudes and beliefs and ways of motivating people to change their behaviour.
Campaign messages should also be pre-tested to ensure they are understood correctly and to minimize any unintended negative effects.
The most successful interventions work with experienced organisations to develop and deliver sophisticated television/radio programming and communications combined with community mobilisation strategies aimed at changing gender-related norms and behaviours." (Overview, page 3)
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"Key findings include: The Internet can play a role in the radicalisation process; There are few examples of individuals radicalising entirely online, but there are signs that this could increase over time; There is less evidence of the internet’s role in recruitment to terrorist networks or the u
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se of violence – offline socialisation remains of pivotal importance; Groups such as Al Qaeda, Islamic State (IS) and Al-Shabaab have sophisticated online presences, comprising of online media organisations, mother sites feeding content to others, and a large number of other websites and forums maintained by the wider network; Extremists are making more use of social media, and its importance is likely to grow. It is especially important in allowing women to play a larger role in networks; Extremists use the internet for operational purposes, including communication and the coordination of attacks." (Overview, page 2)
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