Last week I received, among the usual array of unsolicited online communications, something from a researcher from the London-based social communications company, Breakthrough Media. The pro forma email said that BM (my abbreviation, not theirs) was casting a new online TV series and were on the lookout for people aged over 50 (that’s me!) to be in the show…apparently they were particularly interested in folk in that demographic “who love to chat, have a laugh and would like to know how to Email, Skype, Facebook, Online Shop, Online Bank, or use the Internet” (capitalisation all hers!).

The message went on to say that they were “also looking for tech savvy friends, family members, or colleagues, who could team up with the Over 50 candidates to be their teaching buddy, during filming” (in August). What they specifically wanted from me was leads on “great potential candidates” for the program. Now, taken on face value, this all sounded innocent, admirable even, very community minded.

I had never heard of “Breakthrough Media”…just another of the new media start-ups in the ever mushrooming world of social networking I supposed, and usually I ignore such online pitches. But somewhat intrigued I decided to try to find out a bit about them. Their website would be a good place to start, I thought❈. It was however unsurprisingly jargon-laden and disappointingly short on substance…the website’s description of what BM was about, went “we design and build award-winning campaigns that tackle some of the world’s toughest social issues, helping our clients counter misinformation, prevent violent extremism, promote democracy and protect the environment”. Full of jargony generalities such as “our strategic thinking and our creativity are joined-up and informed by real-time audience engagement…(and) inspiring positive social change” (www.breakthroughmedia.org). In its job advertisements the company describes itself thus: “Breakthrough is a communications agency and production company. We specialise in conflict resolution, society building and countering violent extremism”. Again, the message resonates with progressive, international goals and desirable outcomes.

I turned to other, independent, commentators and observers of Breakthrough Media…frankly there wasn’t much on the web about the media company, but one fairly thorough dissection of BM’s role and its background was contained in a 2016 report by The Guardian on Britain’s RICU (the Research Information and Communications Unit) [‘Inside Ricu, the shadowy propaganda unit inspired by the cold war’, The Guardian, 03-May-2016, (Ian Cobain, Alice Ross, Rob Evans & Mona Mahmood)]. RICU was created in 2007 as an arm of the Office for Security and Counter-Terrorism (OCST) and funded by the Home Office. The Institute for Strategic Dialogue defines RICU’s function as “coordinating government-wide communication activities to counter the appeal of violent extremism while promoting stronger grass-roots inter-community relations [www.counter-extremism.com]. RICU’s work is a key part of Westminster’s anti-radicalisation program, ‘Prevent’.

The relationship between RICU and Breakthrough Media
Where does BM fit into the picture of RICU and its fight against extreme fundamentalism, terrorism and ISIS? The two have a contractual arrangement: RICU pays BM to produce digital materials, films, Twitter feeds, Facebook profiles, YouTube clips, and the like, which promote the UK government’s anti-terrorism policies. The propaganda, emanating from BM on behalf of the Home Office (BM unsurprisingly prefers the term “strategic communications”) is aimed at Muslim communities, the desired outcome being “a reconciled British Muslim identity”. As The Guardian report revealed, BM’s stratagem is to “influence online conversations by being embedded within target communities via a network of moderate organisations that are supportive of its [sic] goals”.

An uncomfortable and problematic relationship?
BM is well remunerated by OCST for its counter-terrorism work (earning a reported £11.8M during 2012-2016), but its role as a conduit for RICU has some disquieting aspects. BM’s contacts with Islamic communities, either directly or through its PR team Horizon Public Relations, is not transparent. BM represents its work to the public without disclosure of its connection to the British government. At least one former government minister has conceded (to The Guardian) that deception in the dissemination of the messages could damage trust between the government and Muslim citizens. Other outspoken critics of this practice include human rights lawyer Imran Khan and the vice-chair of the Institute of Race Relations Frances Webber who saw it as giving an appearance that Muslim groups had been co-opted to a government agenda [‘Revealed: UK’s covert propaganda bid to stop Muslims joining Isis’, The Guardian, 03-May-2016, (Ian Cobain et al)].

Advocacy groups and critics of the Home Office policy have complained that RICU/OCST uses the Muslim Civil Society Organisations (MCSO) as mouthpieces for their government counter-narratives, irrespective of whether the MSCO are aware of it or not [‘The Home Office is Creating Mistrust within Muslim Civil Society’, (CAGE, 16-May-2016), www.cage.ngo

The Guardian also showed how RICU (as the paymasters) have an editing role in the finished work of Breakthrough…RICU’s head Richard Chalk is an occasional visitor to BM’s Lambeth office – Chalk can be found at times sitting in the edit suites and monitoring the BM productions. One source of the newspaper indicated whilst Breakthrough projects are not strictly scripted by RICU, they’ll “make it clear that they want a particular form of words to be used at a particular point in a film”⚀.

RICU and BM are also linked in a veil of secrecy in regard to the media, as The Guardian discovered. Neither parties allow their staff to talk to the newspapers about their roles in counter-terrorism. BM cited reasons of ‘confidentiality’ and ‘NFP’ to the The Guardian for its reticence. The paper’s investigative team did unearth the fact that even some of the freelancers employed by Breakthrough to do RICU’s clandestine bidding were unaware of BM’s (covert) connection with the British government.

Given the scale of the threat posed, the majority of Britons would have few qualms about the Home Office using its agencies to engage in “industrial scale propaganda” in a bid to counter ISIS’s propaganda machine and its success in poisoning the minds of some young Muslim Britons [B Hayes & A Qureshi, ‘Going global: the UK’s government’s “CVE” agenda, counter-radicalisation and covert propaganda’, (Open Democracy UK, 04-May-2016), www.opendemocracy.net]. BM have undeniably produced some good work in getting the message across, but where it becomes ethically questionable is when contractors like Breakthrough Media and co-opted NGOs present their counter propaganda whilst in the guise of being “independent, community-based campaigns”, when the reality is that the information they are disseminating to schools, university ‘freshers’ and the like is backed (and guided in most cases) by the government.
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❈ a number of the links on the website menu were broken at the time I accessed it…that internet know-how training they were talking about might have come in handy in the BM IT department!
⌖ OCST itself was the successor to IRD (Information Research Department), a top-secret body set up by Britain’s Foreign Office in 1948, during the early dawn of the Cold War, and wound up the same year Elvis died (1977).The Independent has drawn attention to IRD’s questionable record during its existence of disseminating anti-Communist propaganda routinely exaggerating stories of Soviet atrocities and anti-British plots, S Lucas, ‘REAR WINDOW : COLD WAR :The British Ministry of Propaganda’, The Independent, 26-Feb-1995, www.theindependent.co.uk
⚀ The Guardian also disclosed that BM’s founding directors have pre-existing links to the governing Conservative Party