Lessons Learned from Alternative Narrative Campaigns, March 2022

The alternative narrative is one of several “soft” approaches to preventing and suppressing radicalisation to violence. In this way, it is informed by perspectives that view “the narrative” as a pillar of radicalisation, one that facilitates the maladaptive cognitive restructuring necessary for radicalisation to occur.

Distinct from its sister strategy, the counter-narrative, an alternative narrative is not intended to directly challenge the content of violent extremist rhetoric. Instead, it serves to undermine it’s “predominant assumptions”.

Ultimately, an alternative narrative tells a different story, focusing on what society is “for” rather than “against”, whilst remaining completely distinct from the “discourse and influence” of a dominant, problematic narrative.

The aim of this paper is to take stock of the work on alternative narrative campaigns by the Radicalisation Awareness Network (RAN) and others in recent years, noting new developments and considerations that need to be taken into account, before presenting concrete lessons learned and recommendations for practice.