"This report presents the development, deployment, and evaluation of three counternarrative campaigns orchestrated by Against Violent Extremism (AVE) network and Jigsaw (an incubator within Alphabet that uses technology to address geopolitical issues) with additional in-kind and financial support fr ... om Facebook and Twitter. This project builds on the findings of a previous counter-narrative pilot project conducted in 2014 and attempts to find ways to achieve greater scale, authenticity, efficiency, reach, and impact. The key objectives of this project were to: Assist a wide geographic, ideological, and cultural variety of small non-profit organisations to develop and disseminate counter-narrative content to target audiences by utilising a variety of social media advertising tools; Analyse the strengths, weaknesses, and overall effectiveness of different social media platforms to facilitate reach and engagement among target audiences; and provide guidance to build the capacity of similar non-profit organisations to produce effective counter-narrative content in the future by creating ‘how-to’ videos and a counter-narrative ‘toolkit’. To achieve these objectives, AVE identified two pre-existing organisations and assisted them in the creation of counter-narrative content along with the development and execution of a target audience strategy. In the third example, AVE created a fronting organisation from scratch, building a brand through multiple accounts across multiple platforms in response to security concerns from the third party organisation [...] Our hypothesis was that a small amount of funding and guidance for counter-narrative campaigners, in terms of deploying social media advertising tools to reach ‘target audiences’, could dramatically improve the awareness, engagement and impact of counter-narratives and NGOs working in this space. The findings presented in this report support this hypothesis in a highly compelling way." (Executive summary, page 5-6) more