Lapis developed a campaign to counter ISIS (Daesh) propaganda and reduce the climate of fear for civilian populations in Raqqa and the MERV region. The campaign aimed to challenge perceptions of strength and inevitability by exposing the gap between the group’s claims and realities on the ground.

Messaging was disseminated through a coordinated, multi-channel approach, including local television and radio, digital and social media platforms, SMS, and printed leaflets, ensuring reach across varying access conditions.

In parallel, the campaign incorporated targeted messaging intended to undermine morale among ISIS members themselves. The initiative reached 1.6 million mobile views within Daesh-controlled areas. Post-exposure data showed that 87% of individuals exposed to more than two pieces of campaign content reported reduced fear of Daesh as a result of the intervention.