The anti-terrorist advertising campaigns in the Middle East

Abstract

The anti-terror public media campaigns started in Iraq around 2004 and was called ‘Terror has no Religion’ in order to combat the threats of sectarianism and Al-Qaeda. After the withdrawal of the US forces from the country in late 2010, the campaign stopped, but a new and similar one emerged that is called ‘Say no to Terror’ whose advertisements mostly targeted the Saudi public. Several Pan-Arab regional channels like Al-Arabiya and Middle East Broadcasting Center (MBC) were part of airing its advertisements. This study focuses on the ‘Terror has no Religion’ and ‘Say no to Terror’ campaigns by critically examining their websites and videos to understand the nature of messages sent to the public. Further, the study examines the effectiveness of the two campaigns with special emphasis on ‘Say no to Terror’ by analyzing comments posted on YouTube and discussing the counter campaign. Over 350 videos were found containing counter arguments to ‘Say no to Terror’ campaign, and about 60% of YouTube commentators viewed the campaign negatively, expressing suspicion about its real intentions. The paper concludes that the success of such public service advertisements is doubtful due to the format of the message as well as cultural and political reasons that are linked to the region.