MUSLIMS AGAINST VIOLENCEPlaybookrev. 2016-06-29

MUSLIMS AGAINST VIOLENCE | MISSION

What does that mean?

In 2014, 126 of the most respected imams in the world signed a letter

against ISIS, called “Letter to Baghdadi”.

We derive our message from this letter.

Our Primary Message PointsKilling innocent people is wrongExtremists believe killing innocent people is justified and will be guarantee heaven. We have to end this.

Humanize everyoneFrom unequal media coverage of atrocities, to the normalizing of murder, human value is not perceived equally throughout the world.

Anyone who says they’re Muslim must be taken as MuslimScholars agree. While certain Muslims may betray Islam, they are still Muslim. This becomes our strength as we can clearly call out their desecration.

Countering the rise of violence and hate is our responsibility“A time comes when silence is betrayal. That time has come for us.” - Martin Luther King

We have to take action immediatelyGlobal hatred is on the rise. It’s not gonna wait for us..

Well what makes us different?And why should anyone care?

ValuesJust Do ItConsistent release dates.

Think DifferentApproach problems with creative confidence.

ReflectiveWe will continuously gather data for analysis and reflection.

All-inclusiveWe will take into account all different kinds of sects and ideologies related to our cause.

Platform-agnosticWe will target the audience in a way optimal to their habits.

“If Buzzfeed fought violent Muslim extremism.”

Quality RequirementsCaptivatingWill the audience find it engaging?

Viral Will the audience find it worth sharing organically?

Persuasive Does it communicate the desired message to the defined audience?

ToneEmpathize with the Audience

Example: Listening to Trump supporters and trying to understand the motivation behind the anger.

Example: Trying to understand deeper root issues that may play into anger from ISIS sympathizers.

Example: Understand the reasons behind apathy from certain moderate audiences.

Embrace HonestyCertain facts and data will be uncomfortable. Others will not play neatly into our or others worldview. We will embrace that.

Strive for PeaceEven with uncomfortable truths, deep resentments, and ‘being right’, striving for peace is the only option that will actually make people’s live better.

Let’s be clear: we’re an organization, not a fad.

So... how?

4 week release cycleDevelopment Process

Development Process

EmpathyObserve and listen to defined audience without prejudice.

DefineAudience to release for and problem to solve. Most likely some sort

of persuasionConsider personnel realities and capabilities. Remember, release

must uphold quality requirements.

week 1

Development Process

Ideate + StoryboardGenerate as many ideas as possible as to how to reach the audience.Think about how to gain attention, retain attention, persuade with new

information, and persuade to share.Make content the way that audience tends to consume information., i.e.

Snapchat for youth audiences, FB for more global digital audiences, maybe a comedy skit for the ever ironic American millennial.

Think about everything that can grab attention: videos (long-form/short-form), fictional, non fictional, funny, serious, apps, commercials, billboards, etc.

week 1 (cont’d)

Development Process

Prototype

Research and build working prototypes of ideas worth exploring.

This is given a 1 week timeframe to create something that can be presented to an test audience.

Total dev time will be 2.5 weeks, with weeks 3-4 being iterative development.

week 2

Development Process

Feedback Test on small groups for feedback and refinement.

If tests completely fail, go back to “Ideate”.

Upon satisfactory product, move to release preparation.

IterateBased on feedback refine and iterate on prototype.

week 3-4

Development Process

ReleasePrepare content If possible, release to a small group on that medium first to test.

Prepare followerssend email blast before release to loyal subscribers and followers on something coming up to share.

ReleaseUpon release, make sure a large number of people share, i.e. at least 20.

week 4

Development Process

PromoteUse promotions budget if possible, i.e. Facebook ads, etc. Try street teams, viral techniques, etc.

GatherCreate data gathering strategies.

ReflectReflect on data and gauge success metrics. Success metrics can include views, shares, VIP reach, press coverage, viral stage, strength of persuasion, etc.

LearnLearn from reflection to improve quality, strategy, etc.

post-release

ExamplesNon Muslim AudienceWe Hear YouTo those who don’t believe in racism or Islamophobia, but you can’t help but ask, “Why is this happening from Muslims so much?” We hear you.

Last wordsA short film showing a 911 respondent listening to an old guy dying after a car accident and consoling him. The 911 respondent happens to be a hijabi, but the movie plays it very subtle and never talks about her religion. It focuses on her showing empathy to someone dying. This communicates that Muslims can be both engaging members of the community and generally good people without obvious message heavy content, which tends to turn apathetic American audiences off.

ExamplesMuslim Audience

Are you sure?A warning message to those Muslims who contemplate killing innocent people.

The Muslim Genome ProjectAn interactive website/infographic exploring different kinds of Muslims, what they believe, and where it comes from (different kinds of hadith, Qur’an, etc). (Sunni, Shia, Radical, Spiritual, Subcultures, etc)

Imam GoogleA informative video analysis on the health of researching Islam on Google, which is the primary location of knowledge about Islam from both Muslim extremists and non Muslim.

FinancesTBDWe are all doing this for free or have invested our own funds right now. As we grow (and get a finance manager), we will deliberate on financial strategy.

RecruitmentWe will aggressively recruit people who provide technical skills needed for us to communicate in desired mediums. Currently, that includes graphic designers, animators, video editors, Adobe Creative Suite ninjas, researchers, web programmers, & data scientists.

What now?Post-Release

Various engagement opportunities with our latest production

Schedule

Ideate beginning next week Tuesday: July 5th, 2016