In the communications business, we talk about the importance of credible messengers. But no where might this be as an important (and interesting) use of the concept than in the fight against terror.
NPR reproted today on an initiative to bring authentic and compelling voices directly to youth who are at risk of joining extremist groups. From Carrie Lemarck, daughter of a 911 victim, to Abdullah Kemal Sharayed, a former terrorist recruit - individuals that can connect and convince young people to reconsider their path are part of a social marketing campaign designed to change beliefs and attitudes, and ultimately behaviors.
While the credible messenger principle of communications is tried and true, there seems to be a twist to it in this new internet age. The report described how much of the information young people get is essentially unfiltered propoganda. For example, many who the daughter spoke to had believed there were no passengers on the 9-11 flights because that is what they read online. Only her in-person testimonial convinced them otherwise.
Thus, messengers are important, but live and in-person interaction with target audiences (particularly youth who receive so much information from the internet) may be what we in the communications business need to strive for.
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