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The paper presents a participatory approach, developed in the context of the EU funded project SAFFRON–Semantic Analysis against Foreign Fighters Recruitment Online Networks (www. saffron-project. eu), to design a social media campaign for the prevention of violent radicalisation among European youngsters (age 15 to 30). The empirical research undertaken by SAFFRON included seven participatory design workshops and focus groups in Italy and France which involved 47 individuals: young people (political refugees, young converted to the Muslim faith, representatives of the Muslim community, university students, secondary school students etc.) considered as potential targets of the radicalized recruiters and experts (practitioners, journalists, media educators, academics, representatives of the Muslim community) considered as qualified testimonials. The paper will therefore present the general outline of the SAFFRON campaign, named “# heartofdarkness”, which was launched online in March 2017.