The College of Business Ad Team at Missouri State University has won the U.S. State Department’s Peer to Peer: Challenging Extremism program, an international competition aimed at countering the social media presence and effectiveness of violent extremist messaging online.
Missouri State joined finalists from Australia and Canada in Washington D.C. on Thursday to present final presentations for judging.
The team created the initiative One95 to prevent violent extremism, which includes teaching tools and social media platforms to assist other communities with their own campaigns.
Brittney Laramie, an MBA fast-track student in the College of Business and vice president of the Ad Team, says she and her 13 team members have been working since January to create and polish their initiative.
Laramie says the name comes from one community starting an initiative and reaching globally to 195 countries doing the same.
“We did a lot of research, and it kind of led us to the fact that a global issue of this level needs a global solution,” Laramie says. “It kind of started in the community, and then we believe that it will take all of us to eventually end violent extremism.”
According to a press release from the State Department, the team from Australia created an app sending positive affirmations from the Koran to users. The Canadian team created platforms and programs with credible resources about Islam to encourage dialogue.
In comparison, Missouri State took an approach that went beyond Islamic extremism to include all violent extremism.
Laramie lists the efforts of ISIS, Boko Haram and, from history, the Holocaust as examples of violent extremism that can be combatted through campaigns like One95.
“It’s basically when people use extreme violence against people who don’t share the same beliefs and ideologies as them,” Laramie says.
This is the third consecutive year the Ad Team has won first place in the national competition.
“It’s been surreal being here, hanging out with some Aussies and the team from Canada, as well,” Laramie says. “It hits again on the fact that to solve this issue it takes us all. It’s an international problem.”
The three team finalists of the competition will head to Minneapolis and San Francisco to meet with people to expand upon their campaigns, according to the State Department. Missouri State will receive $5,000 for winning, and the runners up will receive $2,000 and $1,000 respectively.
Being on the team, Laramie says, has allowed her to gain real world experience working with clients on projects and working within budgets, all while still being in school. After college, she sees herself as part of a creative team in an advertising agency.
As for the One95 initiative, Laramie says she hopes between the university and State Department and beyond, it will continue to grow.