SCL Group,
55 New Oxford Street,
London, WC1A 1BS

Head Office
United Arab Emirates
Tel : +917 50559 1250
uae@sclgroup.cc 
info@sclgroup.cc 
commercial@sclgroup.cc
https://sclgroup.cc/  

+44 (0)20 3757 4924 

INDEX
• Persuasion: Influencing Peace from Conflict.
• Analysis: Reflecting on values & attitudes in conflict.
• Structure: Formalizing Co-operation.
• Tactics: Methods used to facilitate understanding.
• Research: Studies, to find possibilities.
• Influence: Behavioural Influence Planning and Evaluation.
• History: What experience does SCL Defence have?
• Projects: Issues, Involvements, Developments.
• Attitude: Scientific discovery of solutions.
• Campaigns: Planning & Design.
• Privacy: Trust, Confidentiality, Authorization.
• .
• .
• Customers: Who can Benefit, and, When.
• Relevancy: Cultural sensitivity through local teams.
• .
• Promptness: How quickly can SCL Defence respond to an inquiry?
• Services: Can I pick and choose different services?
• Results: How quickly can I expect results?
• Cost-Price: How much is it going to cost?

Persuasion: Influencing Peace from Conflict. INDEX
http://scldefence.com/

The revolution in communication technologies {Social Media} has extended the reach of messaging into every day life more widely than ever before. Within the military context, the growth of the information environment, or "Infosphere", means that the battlefield is no longer confined to physical boundaries. This phenomenon provides both opportunities and threats. On the one hand, information dominance {Authority - Credibility} facilitates the development of solutions built on concepts such as "Soft Power" or "Winning Hearts and Minds" (WHAM) -- concepts that appear to offer powerful alternatives to traditional kinetic options.

Furthermore, achievement of objectives through persuasion techniques rather than coercion is attractive financially, politically and socially. However, inability to understand and take advantage of the information environment can lead to failures in perception management within critical target audiences both at home and in-theatre. Contemporary conflict is increasingly characterized by irregular warfare, and opponents that are weaker militarily will naturally seek alternative strategies. The importance of the information and influence domain makes this a natural choice and we should expect our opponents to increasingly exploit this to their advantage.

Analysis: Reflecting on values & attitudes in conflict. INDEX
http://scldefence.com/consultancy/

The key to mitigating the risks and optimizing the rewards of influence and information dominance lies in the understanding and implementation of a rigorous process of target audience research and analysis {Definition}. Such a process must involve the social sciences (including fields such as sociology, psychology, anthropology) at the behavioral as well as attitudinal levels. This does not exclude kinetic solutions but does position full target audience profiling and analysis as the filter through which kinetic and non-kinetic decisions are made. SCL Defence is the market leader in the creation, implementation and evaluation of target audience projects for governments and military organizations worldwide.

Orientation:

PSYOPS, 
Public Affairs, 
Information Operations, 
Target Audience Analysis, 
Social Intelligence and 
Strategic Communication 

There are three reasons why we are the global leader in these fields:

1. We have created and developed a corpus of social science knowledge that has been applied within the operational environment as a unique attitudinal and behavioral methodology with proven success.

2. We have developed a global network of trained local researchers who have expertise in on-the-ground research and analysis projects, and who are available at very short notice.

3. We have unparalleled experience in research and analysis across the globe, with a particular emphasis on campaigns related to counter-terrorism, counter-radicalization and counter-narcotics.

Structure: Formalizing Co-operation. INDEX
http://scldefence.com/scl-data/

In 1989 a group of renowned academics and a consortium of international investors came together to establish the first academic think-tank specialising in the Science of Communication. Together they formed the Behavioural Dynamics Institute, and created a powerful persuasion methodology for communication that could be used to influence the behaviour of target audience groups.

In 1990 the first field trials for this methodology were undertaken by SCL Ltd the initial incarnation of the SCL group. Among the first projects under taken by SCL was the mitigation of an industrial action at a UK car transport plant. The following year in 1991, SCL was credited with saving Lloyds of London by using scientific communication to persuade its many then financially damaged investors to reinvest a further £1bn and keep the organisation afloat. Since that time SCL has evolved into a multi-disciplined group of behavioural research and intervention {changes in motivation via perceptual modification} agencies established to address the need for a scientific and verifiable approach to often life-critical communication campaigns. A string of successes in the commercial sector has encouraged SCL to offer its unique capability to international militaries for independent critical evaluation* as well as expanding its operations into a number of other arenas.

Today SCL group is comprised of the four distinct entities that concentrate on the areas to which its unique behavioural modification techniques are most applicable:

1. SCL Corporate
   -- A specialist division that applies psychological and BDi techniques to challenges in the commercial domain, {Media reinforcement of Perceptions} particularly those of advertising and marketing.

2. SCL Defence
   -- A leading practitioner of psychological approaches to conflict resolution including population messaging and informational {Social media patterning} operations.

3. SCL Elections
   -- The premier election management agency in the UK, skilled in applying BDi and big data solutions {Manipulation} to electoral efforts and political campaigns.

4. SCL Social
   -- The newest arm of the SCL group concentrating in behaviour modification {Brainwashing} operations and communicative efforts in the social, cultural and NGO sectors.

"Contemporary conflict demands that we are able to initiate behavioural change {Brainwashing} in combatants. Thus current and future military campaigns will have to focus primarily on altering the behaviour of others; either in advance- thereby deterring conflict, or, as a component in the process of combat and post combat operations."

In today's global information environment SCL has the knowledge, the people and the experience to help global brands, political organisations, world leaders and militaries deliver measurable and lasting behaviour change. {Imprinting}

Tactics: Methods used to facilitate understanding. INDEX
http://scldefence.com/infrastructure-technology/

AB-Target Audience Analysis (AB-TAA)
Audience-Based TAA is the process of understanding groups within populations and determining how to communicate with them effectively {Political Linguistics <> Deception, Manipulation} in order to induce behavioural change. This systematic study of people is considered the bedrock that underpins successful Strategic Communication Campaigns.

Social and Cultural Intelligence
Conducting operations in a foreign country without understanding the social and cultural subtleties will result in a wasteful, clumsy and lengthy process that is unlikely to succeed. Understanding human behaviour is critical, and SCL's experience in conducting Strategic Communication Campaigns {Group Belief & Attitude Definition} across five continents, coupled with an extensive network of contacts (that includes subject matter experts and local people) puts SCL at the forefront of such understanding.

Audience Based Measures of Effectiveness (AB-MOE)
Audience-Based Measure of Effectiveness is an evaluation framework specialised for gauging the degree to which a behavioural influence campaign has achieved its objectives. Audience data collected before and after an intervention {Cost-Benefit Impact Influence} has occurred enables SCL to measure the overall effectiveness of a Strategic Communication Campaign designed to influence a specific behaviour.

Key Leader Engagement (KLE)
Effective Key Leader Engagement {Blackmail, Threat withholding, Bribery} has been described as "the greatest weapon" in counter-insurgency measures. SCL can establish productive relationships with important officials and influential individuals who know and understand the local human terrain. Successful implementation of KLE can improve the security situation, increase popular support and ultimately play a part in inducing behavioural change.

Quick Looks
Quick Looks are purely qualitative reports that can help analysts and researchers conceptualise their ideas and guide further research. Typically they will cover a specific problem space or behaviour and provide a brief, yet precise historical overview into that problem space or behaviour. Whilst not as comprehensive as a traditional report, Quick Looks are not without their merits, most notably the speed in which they can be produced. Qualitative data can be gathered and analysed in a short time frame, due to SCL's experience in conducting such research and its extensive, reliable teams of local in-country researchers {Dual-function professional & spies individuals}.

Standard Polling {Contemporary Status of Perceived Reality}
SCL provides research that is based on standard electoral polling services, including closed questionnaires, focus group discussions and Internet research. This type of polling focuses on attitudes rather than behaviour and identifies perceptions of Target Groups and key figures and the core issues within a community. Combined with SCL's other behavioural research products, it can help to provide a fully comprehensive picture of the political, social and cultural landscape.

Operational Fielding
Having established teams of in-country researchers {Dual-function professional & spies individuals} in many countries across the globe, SCL can provide high quality data collection services for organisations, Our in-country researchers are all locals who have been trained by us to conduct qualitative and quantitative research to a very high standard, including SME interviews and psychological interviewing. In addition, we have specialist teams who deal with research in conflict areas, most notably zero-footprint research and research into sensitive topics.

Research: Studies, to find possibilities. INDEX
http://scldefence.com/projects/

In October 2008, the FCO appointed SCL to do a behavioral study in Pakistan to aid the FCO in strategic planning to counter violent jihadism. This 6-month target audience analysis produced a series of strategic and operational recommendations for behavioral change communication and any future public awareness campaign strategies designed to tackle violent Jihadism. I found the SCL Social team to be consummate professionals, providing in-depth and accurate information and unique solutions to complex problems.

SCL was commissioned to perform an in-depth behavior change study in relation to violent extremism in South and Southeast Asia. It was a multi-regional study spanning several countries in South Asia and had tight deadlines. Some of the major campaign strategies, which were produced as a result of SCL's research, included working with local Imams and other community-based organizations.

Influence: Behavioural Influence Planning and Evaluation. INDEX
http://scldefence.com/consultancy/

Behavioural Influence Planning and Evaluation is ideal for Clients who wish to use Influence to treat a problem, and are in need of a problem space analysis {Enraged Group Definition & Targeting} before AB-Target Audience Analysis can be carried out.

Examples of problems SCL has worked on are

• counter radicalisation,
• counter violent jihadism, and
• the reduction of recruitment into terrorist cells,

whereby the higher level objectives are clear, but the best Campaign Target Groups and Target Audiences can only be established after conducting a thorough problem space analysis {Political Dissonance Presence}.

SCL specialises in the research aimed at breaking down higher-level Client objectives into behavioural sub-components {Political Dissonance Presence}, which makes it possible to conduct highly focused Target Audience Research and Analysis that yields Intervention Strategies aimed at specific behaviours.

Conducting highly targeted Influence Campaigns increases not only the chances that the Campaign will have the desired effects, but also creates the possibility to evaluate the effectiveness of the Campaign through the comparison of Audience Based Measures of Effectiveness with baseline data gathered during AB-TAA.

History: What experience does SCL Defence have? INDEX
http://scldefence.com/who-we-are/

SCL Defence has an 18-year operating track record and has worked in a varying capacity on more than 50 major (national or pan-regional) strategic communication campaigns worldwide. These include managing campaigns ...

• for counter terrorism,
• for counter radicalization,
• to combat IEDs,
• to combat drug and women trafficking, and
• programmes for homeland security.

SCL Defence has been providing governments and their militaries with defence and homeland security solutions on an individual basis for over 18 years. In 2005, however, the division was formalised and its proven methodologies and track-record were launched into the general defence market at the world's largest tri-service defence fair: DSEi.

For this event SCL built a full-scale Operations Centre (OpCentre) to demonstrate to the world's militaries how the changing face of warfare could be effectively managed on a national and international scale from a single information operations control room -- providing you have the right technology, methodology and know-how.

Foreign militaries have been quick to embrace this new thinking and, consequently, today SCL Defence is the largest operating division of the SCL group, providing communication training, consultancy, infrastructure and capability advice, and strategic communication campaigns for militaries all over the world.

With offices worldwide, SCL Defence is well positioned to rapidly deploy its staff to crisis centres and conflict zones, and to manage campaigns with a high degree of local knowledge and cultural sensitivity. However, in order to ensure efficacy, SCL Defence always partners with local experts on every contract and employs local researchers {Dual-function professional & spies individuals} to assist in gathering data.

SCL Defence sets out to understand empirically what the right levers or "triggers and filters" {Beliefs & Attitudes} in a given population are, based on a penetrating psychological understanding. We then apply our findings to behavioural change programmes and psychological operations with a quantifiable and tangible Measure of Effectiveness.

SCL Defence is expert in understanding how to apply influence {Deception, Manipulation, Misrepresentation}. As the Clausewitzian premise has it, "conflict is a clash of wills". We aim to verifiably uncover what the underlying motivating factors {Beliefs & Attitudes} are, the psycho-geography behind this will.

Armed with profound psychological insight we apply our Methodology to change the behavior of individuals, groups and even governments by confronting or reorienting the existing behavioural misalignment.

We believe that peace ultimately cannot be imposed at the barrel of a gun but instead by the consent of the majority of people. Very simply, our (focus) is winning this consent.

Projects: Issues, Involvements, Developments. INDEX
http://scldefence.com/projects/

Military Training: http://scldefence.com/projects/military-training/

Communication programme in Iraq: http://scldefence.com/projects/iraq/

Anti-Terrorism Campaign in South East Asia:
http://scldefence.com/projects/south-east-asia/

Counter Narcotics in Mexico: http://scldefence.com/projects/mexico/

"Quick Look" at Afghan institutions:
http://scldefence.com/projects/afganistan-3/

Effective Engagement in Afghanistan:
http://scldefence.com/projects/afganistan-1/

Key Leader identification in Afghanistan:
http://scldefence.com/projects/afganistan-2/

Nepal: http://scldefence.com/projects/nepal/

Attitude: Scientific discovery of solutions. INDEX
http://scldefence.com/who-we-are/

What makes SCL Defence's communication campaign services stand out?

SCL Defence's communication campaign services are unique.
Unlike our competitors, our services are underpinned by a powerful scientific methodology developed by the Behavioural Dynamics Institute, a leading international centre of excellence in multidisciplinary research, Target Audience Analysis, social influence and strategic communication.

Using advanced behavioural protocols, we have the power to diagnose patterns of behaviour and effect measurable behavioural change within key audiences. Put simply, we have the proven ability to persuade people to change their behaviour.

Campaigns: Planning & Design. INDEX
http://scldefence.com/infrastructure-technology/

How can SCL Defence help me implement a campaign?

Our scientific approach, based on Target Audience Analysis, allows us to provide detailed profiling of a given audience, including the identification of key "drivers' and "switches', which influence attitudes and command behaviours. Using such knowledge we can then develop effective strategic campaign plans and implement communication campaigns designed to "press' {Activate, De-Activate, Frustrate, Confuse} these buttons, thereby ensuring the desired outcome.

Privacy: Trust, Confidentiality, Authorization. INDEX
http://scldefence.com/who-we-are/

How can I trust SCL Defence?

SCL is a UK Limited Company with head offices in London.
We are committed to ensuring client confidentiality and never release or share information on any of our clients' activities without their express permission.

SCL is a UK government approved {Politically Aligned} commercial body authorised to undertake military and civilian projects for foreign clients.

SCL has received "List X' accreditation from the British Government's Ministry of Defence, the same equivalent to Facility Security Clearance (FSC) used in other countries, which provides us with Government endorsed clearance to handle information protectively marked as "confidential" and above. We have an extensive worldwide track record and enquires can be directed through any British High Commission or Embassy.

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Customers: Who can Benefit, and, When. INDEX
http://scldefence.com/who-we-are/

Strategic Communication Lab, Inc. (SCL) is a specialized communication training and consulting firm. We help organizations and their leaders achieve ambitious goals by aligning their thinking, words, and actions with intented results. 

Three times SCL can help:

1. THINGS ARE GOING RIGHT.
* Market opportunity 
* New product launch
* Emerging leader

2. THINGS ARE GOING WRONG.
* Competitive pressure
* Team and process breakdowns
* Performance issues 

3. THINGS ARE CHANGING.
* Reorganization issues
* Industry transformation
* Procurement requirements

Relevancy: Cultural sensitivity through local teams. INDEX
http://scldefence.com/infrastructure-technology/

How can I be sure that SCL Defence will understand my country and audience groups?

Whilst we would never presume to understand our clients' countries and situations better than they do themselves, we nevertheless offer unique scientific methodologies that can be applied to any communication scenario and that have a proven track record of delivering results.

We work in close partnership with our clients to utilise local knowledge and capabilities at all levels to supplement our expertise and technical know-how. We always use local research teams to ensure that cultural sensitivities are taken into account when conducting field research.

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Promptness: How quickly can SCL Defence respond to an inquiry? INDEX
http://scldefence.com/contact/

SCL Defence will respond to general enquiries immediately and can have a Project Manager in country within 24 hours if required.

Services: Can I pick and choose different services? INDEX
http://scldefence.com/contact/

Our services are client oriented.
Whilst we offer a fully comprehensive package of research and communication services, ranging from advanced audience research and behavioural analysis, through to a comprehensive strategic campaign formulation and management solution, we tailor our services to suit our client's individual needs, however small or large they may be.

Results: How quickly can I expect results? INDEX
http://scldefence.com/infrastructure-technology/

Our services are always results-oriented.
Our scientifically driven approach allows for a clear understanding and measurement of effectiveness, and we work closely with our clients to ensure that the behavioural effects of our services are readily identifiable and measurable.

Cost-Price: How much is it going to cost? INDEX
http://scldefence.com/contact/

Given that our services are tailor-made, our costs vary depending on the extent and level of service our clients require. Generally, we provide fixed costs for specific services, such as Target Audience Analysis.