The Redirect Method, a targeted advertising initiative by Jigsaw, a Google technology incubator, is among one of the latest ventures by the private sector in tackling security challenges such as violent extremism. Such efforts are welcomed in enhancing existing contributions in countering violent extremism.

Jigsaw, a Google technology incubator, announced a new initiative on 7 September 2016 that aims to use targeted advertising on Google’s search engine to confront extremist recruitment efforts online. Dubbed the Redirect Method, it seeks to engage young people who are vulnerable and sympathetic towards the messaging of the Islamic State of Iraq and Syria (ISIS) also known as IS or Daesh.

Jigsaw aims to connect individuals interested in extremist propaganda with YouTube videos that undermines the efforts of extremists at recruiting these individuals. This initiative intensifies efforts of the world’s biggest search engine in deterring aspiring recruits from the propaganda efforts of ISIS. Could the Redirect Method be a game changer in tackling violent extremism?

… Dymples Leong is a Research Analyst at the Centre of Excellence for National Security (CENS), a constituent unit of the S. Rajaratnam School of International Studies (RSIS), Nanyang Technological University, Singapore.