This Research Paper sheds light on the experience of the pioneering Saudi–based independent online counter– radicalization campaign called ‘Sakinah’ (Tranquillity), launched in 2003. Relying on multiple interviews and discussions with the founder and head of the campaign the writer of this Research Note was granted exclusive access to early archived campaign materials and records of dialogues with terrorists and radicals. This Research Note is able to highlight the history and methodology of the campaign’s work, the shifted motivations of radicals over time, and the importance of such initiatives and efforts. It also shows how, as a result of the changing nature and environment in which radicals operate, the campaign innovated its strategies and moved from a defensive counter-narrative engagement towards more offensive, proactive messaging aimed at eliciting specific reactions and taking control of the narrative and debate.