Counter Terrorism Policing: Extreme measures – How we got people talking about radicalisation

Counter Terrorism Policing (CTP), a division of the London Metropolitan Police Service, encouraged close friends and family to refer those at risk of radicalisation.

Executive summary

This is a paper about extremism.

But it is also a case study about doing more with less. About how a deeper understanding of our audience led to a reframing of the conversation around radicalisation. And a communications strategy built on PR, partnerships and social influence, with no paid media support.

Facing a severe threat, an extremely sensitive and controversial subject, we had to encourage the close friends and family of those at risk of radicalisation to reach out for help and raise awareness of how they could.

The answer was not a new advertising campaign,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands