16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

6 Apr 10:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

FATE – Families Against Terrorism and Extremism: We Are Tomorrow by Global Influence

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London-based strategic communications firm, Global Influence, has announced a global initiative with Families Against Terrorism and Extremism (FATE) in a bid to help vulnerable families come together and stand up to violence and terror. The powerful campaign unites families and survivors with charities to join forces against violent extremism and prevent radicalisation.

The culmination of a six-week Target Audience Analysis using RAID (Rapid Audience Insights Diagnostics), Global Influence’s audience profiling tool. Developed over 10 years, RAID takes the methodology used in marketing, military, conflict and political contexts, and applies it to social-change campaigns. In this way the guesswork of ‘we think’ or ‘we believe’ is replaced by rigorous assessment of data against 24 peer-reviewed scientific parameters to undertake a deep-dive into the psychology of the target audience achieving the granularity of insight needed to truly, and scientifically, deliver behaviour change.

The first video entitled ‘We Are Tomorrow’ establishes modern Muslim youth as a force to be reckoned with, who are rejecting DAESH’s divisive ideology. Set within a gritty urban location, young people are seen to gather together – seemingly for menacing reasons. However, the viewer soon discovers that the individuals are in fact a group of percussion musicians, performing a counter-DAESH drum / poetry performance. The sinister becomes optimistic and dynamic, with the youth transitioning from menacing to united in the verbal fight against DAESH. They are owning their futures, not allowing them to be stolen by warped narratives.


Chief Executive Officer: Sven Hughes

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