The University of New Mexico’s “KNOW Extremism Campaign” was part of the Peer to Peer (P2P): Challenging Extremism Initiative sponsored by the U.S. Department of State, and facilitated by EdVenture Partners with other interagency governmental support. It was created by a group of marketing students at the University of New Mexico. The “KNOW Extremism Campaign” used a comprehensive digital media approach to counter online extremism, including a website, online ads, social media, and a digital advocacy hub. These tools and resources were designed to educate Millennials about violent extremism and to mobilise them to speak out against it.
The centrepiece of the campaign was “In the Know,” a digital hub that allowed participants to engage in grassroots efforts to advocate against violent extremism by sharing curated content via their own social media channels. The hub was powered by SwellStarter, an easy-to-use software platform developed by McKee Wallwork + Co., which helps brands and organisations share relevant, customised, curated content via the social communities of their natural allies.