RESET is an innovative campaign based on multi-level communication strategies for the construction of counter-narratives and alternative narratives as a means of preventing radicalisation processes. Started in January 2019, before its public launch on 30 July 2019 and terminating in December 2020, this campaign was part of the Resilient and United project, co-funded by the European Union.
Processes of violence have varied origins and some research points to how combating hate speech needs a more comprehensive strategy than banning or blocking content, "requiring a more holistic stance that addresses the root causes of tension and division within societies.”
In this context, the limitless possibilities of digital technologies can influence the younger population, leaving them more susceptible to extremist speeches, especially those most vulnerable. The RESET campaign developed by Blue Line was structured to provide answers to real challenges in the fight against radicalisation and, in order to do so, was structured into two fronts: online action, aimed at the campaign’s target audience and several face-to-face activities, aimed at the local community involved.
As part of the campaign, we also produced a wide range of videos to meet the defined objectives. We have also designed off-line activation items for placing in several interaction spaces used by the defined target audience.
As a final result, we received confirmation from the funding entity that all the proposed objectives had been achieved.
Branding, Web & Digital, Social Marketing, Communication and Advertising