2015
#NotAnotherBrother
Targetted counter-radicalisation campaign.
Direction
Motion
Activism
Brief
Quilliam, a counter-extremism think tank, approached us at Verbalisation with a powerful but sensitive challenge: to create a campaign that speaks directly to individuals within the Muslim community who may sympathise with extremist ideologies, but haven’t yet crossed the line into action. Our goal was to prompt a moment of reflection—challenging their thinking and encouraging them to consider the very real consequences of their support.
Client
Verbalisation, Global Influence, The Quilliam Foundation.
Problem
Working closely with the strategy team, I helped shape the campaign’s creative direction—both strategically and hands-on.
We identified a specific and often-overlooked audience: those who support the grievances and goals of terrorist groups, but reject their violent methods. We developed a film that spoke to them on a personal, emotional level—highlighting not ideology, but impact.
Solution
The narrative follows a younger brother, drawn into radicalisation by his older sibling’s rhetoric.
It culminates in the line: “Don’t let your words turn our brothers into weapons”, paired with the hashtag #NotAnotherBrother—which became the anchor for the wider campaign. I contributed across script development, storyboarding, and visual design using Illustrator, and supported the edit in Premiere Pro to ensure the emotional beats landed effectively.
Response
The response exceeded expectations. The film has been viewed over 60,000 times, with a global Twitter reach of more than 600 million. It was featured by The Telegraph, The Independent, and The Guardian, and broadcast internationally—from South America to the Middle East. UNESCO has since approached us to use the film in its youth-focused counter-extremism work.
This project was a powerful example of how empathy, insight, and creative craft can come together to create socially impactful work.
More Works
2015
#NotAnotherBrother
Targetted counter-radicalisation campaign.
Direction
Motion
Activism
Brief
Quilliam, a counter-extremism think tank, approached us at Verbalisation with a powerful but sensitive challenge: to create a campaign that speaks directly to individuals within the Muslim community who may sympathise with extremist ideologies, but haven’t yet crossed the line into action. Our goal was to prompt a moment of reflection—challenging their thinking and encouraging them to consider the very real consequences of their support.
Client
Verbalisation, Global Influence, The Quilliam Foundation.
Problem
Working closely with the strategy team, I helped shape the campaign’s creative direction—both strategically and hands-on.
We identified a specific and often-overlooked audience: those who support the grievances and goals of terrorist groups, but reject their violent methods. We developed a film that spoke to them on a personal, emotional level—highlighting not ideology, but impact.
Solution
The narrative follows a younger brother, drawn into radicalisation by his older sibling’s rhetoric.
It culminates in the line: “Don’t let your words turn our brothers into weapons”, paired with the hashtag #NotAnotherBrother—which became the anchor for the wider campaign. I contributed across script development, storyboarding, and visual design using Illustrator, and supported the edit in Premiere Pro to ensure the emotional beats landed effectively.
Response
The response exceeded expectations. The film has been viewed over 60,000 times, with a global Twitter reach of more than 600 million. It was featured by The Telegraph, The Independent, and The Guardian, and broadcast internationally—from South America to the Middle East. UNESCO has since approached us to use the film in its youth-focused counter-extremism work.
This project was a powerful example of how empathy, insight, and creative craft can come together to create socially impactful work.
More Works
2015
#NotAnotherBrother
Targetted counter-radicalisation campaign.
Direction
Motion
Activism
Brief
Quilliam, a counter-extremism think tank, approached us at Verbalisation with a powerful but sensitive challenge: to create a campaign that speaks directly to individuals within the Muslim community who may sympathise with extremist ideologies, but haven’t yet crossed the line into action. Our goal was to prompt a moment of reflection—challenging their thinking and encouraging them to consider the very real consequences of their support.
Client
Verbalisation, Global Influence, The Quilliam Foundation.
Problem
Working closely with the strategy team, I helped shape the campaign’s creative direction—both strategically and hands-on.
We identified a specific and often-overlooked audience: those who support the grievances and goals of terrorist groups, but reject their violent methods. We developed a film that spoke to them on a personal, emotional level—highlighting not ideology, but impact.
Solution
The narrative follows a younger brother, drawn into radicalisation by his older sibling’s rhetoric.
It culminates in the line: “Don’t let your words turn our brothers into weapons”, paired with the hashtag #NotAnotherBrother—which became the anchor for the wider campaign. I contributed across script development, storyboarding, and visual design using Illustrator, and supported the edit in Premiere Pro to ensure the emotional beats landed effectively.
Response
The response exceeded expectations. The film has been viewed over 60,000 times, with a global Twitter reach of more than 600 million. It was featured by The Telegraph, The Independent, and The Guardian, and broadcast internationally—from South America to the Middle East. UNESCO has since approached us to use the film in its youth-focused counter-extremism work.
This project was a powerful example of how empathy, insight, and creative craft can come together to create socially impactful work.
More Works