Context

Online radicalisation in minors is a growing risk, but there was no clear, joined-up response.

Responsibility was unclear. Education, policing, and security partners all had a role, but no shared approach. There was also a deeper challenge:

• The issue is hard to explain

• It often starts subtly

• It doesn’t look like a traditional threat

This made it difficult to communicate clearly or take action early.

My role

I led the project from idea to delivery.

What started as an observation became a fully developed campaign, shaped through design and collaboration with national stakeholders. I:

• Defined the problem and campaign direction

• Led design and creative direction with two designers

• Worked closely with stakeholders across education, policing, and security

• Developed messaging, tone of voice, and visual identity

• Used design to align teams around a shared approach

Key work

Turned a complex issue into something people can recognise

The challenge wasn’t just awareness. It was helping people spot something that often looks normal at first.

I focused the campaign on:

• subtle behaviour shifts

• early warning signs

• real-world consequences

Used AI to accelerate research and messaging

I used AI to explore messaging directions quickly, layering this with research across:

• minors

• parents and guardians

• educators

This helped test tone, language, and framing early.

Developed and tested multiple campaign directions

I created three distinct concepts, each built around two core slogans.

These were used to:

• test clarity and impact

• support stakeholder discussion

• move decisions forward quickly

Used design to align stakeholders

The work spanned multiple organisations with different priorities.

I used design artefacts to:

• focus the problem

• make decisions tangible

• bring teams to agreement

Output

• A full campaign identity, including tone of voice and messaging strategy

• Content tailored to different audiences and platforms

• Three visual directions, with two taken forward

• A core campaign line used across materials

Impact

Campaign adopted for national rollout through schools (2026)

• Alignment across education and policing partners

• A clear, shared way to communicate a complex issue

• Demonstrated how design can drive clarity in sensitive, high-risk areas

Reflection

This was less about design output and more about making a difficult problem clear enough to act on.

The work showed how design can shape understanding, not just presentation, especially in areas where the risks are subtle and the stakes are high.

Confidentiality note

This project has been simplified due to the sensitive nature of the work.