The 60 Days of PVE Campaign: Lessons on Organizing an Online, Peer-to-Peer, Counter-radicalization Program

Combatting violent extremism can involve organizing Peer-to-Peer (P2P)
preventing violent extremism (PVE) programs and social media campaigns. While
hundreds of PVE campaigns have been launched around the world in recent
months and years, very few of these campaigns have actually been reviewed,
analyzed, or assessed in any systematic way. Metrics of success and failure have
yet to be fully developed, and very little is publically known as to what might
differentiate a great and successful P2P campaign from a mediocre one. This
article will provide first-hand insight on orchestrating a publically funded,
university-based, online, peer-to-peer PVE campaign – 60 Days of PVE – based
on the experience of a group of Canadian graduate students. The article provides
an account of the group’s approach to PVE. It highlights the entirety of the
group’s campaign, from theory and conceptualization to branding, media strategy,
and evaluation, and describes the campaign’s core objectives and implementation.
The article also analyzes the campaign’s digital footprint and reach using data
gleamed from social media. Finally, the article discusses the challenges and
difficulties the group faced in running their campaign, lessons that are pertinent
for others contemplating a similar endeavour.