Strategic Communications & Narrative Change

Our Approach

The most durable messages are those that communities produce themselves. Aligning Cultures develops community-centered narrative strategies that counter disinformation, shift harmful social norms, and build public support for peace and democratic participation — combining deep community research with proven messaging frameworks across online and offline channels in Iraq, Yemen, Syria, and the broader MENA region.

Our process begins with deep research — surveys, key informant interviews, focus groups, and digital media monitoring — to map existing narratives, identify trusted voices, and understand what communities believe and why. We do not arrive with messages developed elsewhere and ask communities to amplify them. We identify what people already trust, build on what already resonates, and equip local voices with the skills and resources to do what they are already naturally inclined to do.

We monitor impact continuously — tracking shifts in community attitudes and adjusting messaging strategies based on what the evidence shows is working. This adaptive approach is particularly critical in conflict settings, where the information environment can shift rapidly in response to security incidents, political developments, and the continuous flow of disinformation from external actors.

Key Activities

Our process begins with deep research — surveys, key informant interviews, focus groups, and digital media monitoring — to map existing narratives, identify trusted voices, and understand what communities believe and why. We do not arrive with messages developed elsewhere and ask communities to amplify them. We identify what people already trust, build on what already resonates, and equip local voices with the skills and resources to do what they are already naturally inclined to do.

We monitor impact continuously — tracking shifts in community attitudes and adjusting messaging strategies based on what the evidence shows is working. This adaptive approach is particularly critical in conflict settings, where the information environment can shift rapidly in response to security incidents, political developments, and the continuous flow of disinformation from external actors.

Counter-Disinformation Programming in Iraq and Yemen

Field Research Across Anbar, Ninewa, and Diyala

Aligning Cultures conducted field research across three Iraqi provinces — Anbar, Ninewa, and Diyala — to understand how communities perceive media sources and the real-world impact of misinformation. Key findings revealed widespread distrust in social media, heavy reliance on friends and family as the most trusted news sources, and clear evidence of harm from misinformation about security incidents, regional powers, and humanitarian aid distribution. This research directly informs our counter-disinformation programming strategy in Iraq — moving from assumptions about what communities need to evidence about what they actually experience.

Yemen: Training 24 Community Messaging Champions

In Yemen, Aligning Cultures designed and implemented a strategic communications program that trained 24 community journalists as Messaging Champions — equipping them to counter Iranian disinformation, challenge discriminatory narratives targeting marginalized communities, and advance women's role in governance through channels their communities trust. This program reflects our core methodology: the most effective counter-disinformation infrastructure is human, not technological. Trusted local voices, equipped with the right skills and supported with quality content, can reach communities that no external media platform can access.

Counter-ISIS Narrative Programming in Northeast Syria

On behalf of the US Department of State's Bureau of Counterterrorism, Aligning Cultures implemented a program to counter ISIS ideologies among returnee populations from Northeast Syria — communities grappling with the legacy of ISIS occupation and exposure to extremist narratives. Our content strategy was rooted in the specific narratives that ISIS used to recruit and retain followers in the Syrian context, and countered them with messages grounded in local cultural values, religious traditions, and community aspirations for the future.

Meta Trusted Partner for MENA Digital Safety

Aligning Cultures became one of Meta's trusted partners to ensure digital safety across Meta platforms in the MENA region — monitoring for harmful or violative content and supporting the operational continuity of local civil society organizations. This partnership reflects our deep expertise in the regional context and the intersection of digital platforms with conflict dynamics across Iraq, Syria, Yemen, and the broader MENA region. Through GlobalGiving's fiscal sponsorship, AC supported the operational continuity of local organizations monitoring Meta's platforms for harmful content.

The Growing Threat of AI-Generated Disinformation

The emergence of generative AI has fundamentally changed the disinformation landscape in the MENA region. Deepfakes, AI-generated audio, and algorithmically targeted content have dramatically lowered the cost of producing and distributing false information at scale. Aligning Cultures integrates AI disinformation awareness into all of our strategic communications and media literacy programming, ensuring that community members and civil society organizations are equipped to recognize and respond to this evolving threat.

Sample Projects