We tend to find, and some of these findings have been in partnership with Life After Hate over the years, that, while ideology is important, usually when you're delivering interventions, it's most important to get at the underlying drivers, and if you can get at the underlying drivers, the ideology will fall away.
In our digital work when we're engaging with at-risk audiences online, we tend to find the most effective way to reach out to them online is not through countering the ideology or telling them that they're wrong. It's talking about their emotional state. We found that the most effective ad we ran in the United States last year with white supremacist audiences was one that begin with, “Anger and grief can be isolating.”
I would very much support Tony's statements on this that ideology is important, but ideology will fall away if we can get at the underlying drivers here.