[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.52,0:00:05.36,Default,,0000,0000,0000,,We most certainly do talk to terrorists, no question about it.
Dialogue: 0,0:00:05.36,0:00:11.24,Default,,0000,0000,0000,,We are at war with a new form of terrorism.
Dialogue: 0,0:00:11.24,0:00:14.74,Default,,0000,0000,0000,,It's sort of the good old, traditional form of terrorism,
Dialogue: 0,0:00:14.74,0:00:18.21,Default,,0000,0000,0000,,but it's sort of been packaged for the 21st century.
Dialogue: 0,0:00:18.21,0:00:22.65,Default,,0000,0000,0000,,One of the big things about countering terrorism
Dialogue: 0,0:00:22.65,0:00:25.99,Default,,0000,0000,0000,,is, how do you perceive it?
Dialogue: 0,0:00:25.99,0:00:29.48,Default,,0000,0000,0000,,Because perception leads to your response to it.
Dialogue: 0,0:00:29.48,0:00:33.71,Default,,0000,0000,0000,,So if you have a traditional perception of terrorism,
Dialogue: 0,0:00:33.71,0:00:37.66,Default,,0000,0000,0000,,it would be that it's one of criminality, one of war.
Dialogue: 0,0:00:37.66,0:00:39.27,Default,,0000,0000,0000,,So how are you going to respond to it?
Dialogue: 0,0:00:39.27,0:00:42.90,Default,,0000,0000,0000,,Naturally, it would follow that you meet kind with kind.
Dialogue: 0,0:00:42.90,0:00:46.74,Default,,0000,0000,0000,,You fight it. If you have a more modernist approach,
Dialogue: 0,0:00:46.74,0:00:50.99,Default,,0000,0000,0000,,and your perception of terrorism is almost cause-and-effect,
Dialogue: 0,0:00:50.99,0:00:54.96,Default,,0000,0000,0000,,then naturally from that, the responses that come out of it
Dialogue: 0,0:00:54.96,0:00:58.60,Default,,0000,0000,0000,,are much more asymmetrical.
Dialogue: 0,0:00:58.60,0:01:02.71,Default,,0000,0000,0000,,We live in a modern, global world.
Dialogue: 0,0:01:02.71,0:01:06.19,Default,,0000,0000,0000,,Terrorists have actually adapted to it.
Dialogue: 0,0:01:06.19,0:01:09.94,Default,,0000,0000,0000,,It's something we have to, too, and that means the people
Dialogue: 0,0:01:09.94,0:01:13.08,Default,,0000,0000,0000,,who are working on counterterrorism responses
Dialogue: 0,0:01:13.08,0:01:15.90,Default,,0000,0000,0000,,have to start, in effect, putting on
Dialogue: 0,0:01:15.90,0:01:20.16,Default,,0000,0000,0000,,their Google-tinted glasses, or whatever.
Dialogue: 0,0:01:20.16,0:01:24.95,Default,,0000,0000,0000,,For my part, what I wanted us to do was just to look at
Dialogue: 0,0:01:24.95,0:01:28.46,Default,,0000,0000,0000,,terrorism as though it was a global brand,
Dialogue: 0,0:01:28.46,0:01:30.08,Default,,0000,0000,0000,,say, Coca-Cola.
Dialogue: 0,0:01:30.08,0:01:36.10,Default,,0000,0000,0000,,Both are fairly bad for your health. (Laughter)
Dialogue: 0,0:01:36.10,0:01:40.13,Default,,0000,0000,0000,,If you look at it as a brand in those ways,
Dialogue: 0,0:01:40.13,0:01:43.40,Default,,0000,0000,0000,,what you'll come to realize is, it's a pretty flawed product.
Dialogue: 0,0:01:43.40,0:01:46.49,Default,,0000,0000,0000,,As we've said, it's pretty bad for your health,
Dialogue: 0,0:01:46.49,0:01:48.50,Default,,0000,0000,0000,,it's bad for those who it affects,
Dialogue: 0,0:01:48.50,0:01:51.53,Default,,0000,0000,0000,,and it's not actually good if you're a suicide bomber either.
Dialogue: 0,0:01:51.53,0:01:55.14,Default,,0000,0000,0000,,It doesn't actually do what it says on the tin.
Dialogue: 0,0:01:55.14,0:02:00.14,Default,,0000,0000,0000,,You're not really going to get 72 virgins in heaven.
Dialogue: 0,0:02:00.14,0:02:02.61,Default,,0000,0000,0000,,It's not going to happen, I don't think.
Dialogue: 0,0:02:02.61,0:02:06.58,Default,,0000,0000,0000,,And you're not really going to, in the '80s, end capitalism
Dialogue: 0,0:02:06.58,0:02:09.50,Default,,0000,0000,0000,,by supporting one of these groups. It's a load of nonsense.
Dialogue: 0,0:02:09.50,0:02:12.78,Default,,0000,0000,0000,,But what you realize, it's got an Achilles' heel.
Dialogue: 0,0:02:12.78,0:02:15.54,Default,,0000,0000,0000,,The brand has an Achilles' heel.
Dialogue: 0,0:02:15.54,0:02:17.30,Default,,0000,0000,0000,,We've mentioned the health,
Dialogue: 0,0:02:17.30,0:02:20.98,Default,,0000,0000,0000,,but it needs consumers to buy into it.
Dialogue: 0,0:02:20.98,0:02:25.06,Default,,0000,0000,0000,,The consumers it needs are the terrorist constituency.
Dialogue: 0,0:02:25.06,0:02:27.76,Default,,0000,0000,0000,,They're the people who buy into the brand, support them,
Dialogue: 0,0:02:27.76,0:02:31.07,Default,,0000,0000,0000,,facilitate them, and they're the people
Dialogue: 0,0:02:31.07,0:02:33.59,Default,,0000,0000,0000,,we've got to reach out to.
Dialogue: 0,0:02:33.59,0:02:36.45,Default,,0000,0000,0000,,We've got to attack that brand in front of them.
Dialogue: 0,0:02:36.45,0:02:40.70,Default,,0000,0000,0000,,There's two essential ways of doing that, if we carry on this brand theme.
Dialogue: 0,0:02:40.70,0:02:43.98,Default,,0000,0000,0000,,One is reducing their market. What I mean is,
Dialogue: 0,0:02:43.98,0:02:48.75,Default,,0000,0000,0000,,it's their brand against our brand. We've got to compete.
Dialogue: 0,0:02:48.75,0:02:51.01,Default,,0000,0000,0000,,We've got to show we're a better product.
Dialogue: 0,0:02:51.01,0:02:54.16,Default,,0000,0000,0000,,If I'm trying to show we're a better product,
Dialogue: 0,0:02:54.16,0:02:59.09,Default,,0000,0000,0000,,I probably wouldn't do things like Guantanamo Bay.
Dialogue: 0,0:02:59.09,0:03:02.76,Default,,0000,0000,0000,,We've talked there about curtailing the underlying need
Dialogue: 0,0:03:02.76,0:03:06.41,Default,,0000,0000,0000,,for the product itself. You could be looking there at
Dialogue: 0,0:03:06.41,0:03:09.99,Default,,0000,0000,0000,,poverty, injustice, all those sorts of things
Dialogue: 0,0:03:09.99,0:03:11.52,Default,,0000,0000,0000,,which feed terrorism.
Dialogue: 0,0:03:11.52,0:03:15.25,Default,,0000,0000,0000,,The other thing to do is to knock the product,
Dialogue: 0,0:03:15.25,0:03:17.45,Default,,0000,0000,0000,,attack the brand myth, as we've said.
Dialogue: 0,0:03:17.45,0:03:20.81,Default,,0000,0000,0000,,You know, there's nothing heroic about killing a young kid.
Dialogue: 0,0:03:20.81,0:03:25.50,Default,,0000,0000,0000,,Perhaps we need to focus on that and get that message back across.
Dialogue: 0,0:03:25.50,0:03:28.60,Default,,0000,0000,0000,,We've got to reveal the dangers in the product.
Dialogue: 0,0:03:28.60,0:03:32.25,Default,,0000,0000,0000,,Our target audience, it's not just the producers of terrorism,
Dialogue: 0,0:03:32.25,0:03:33.45,Default,,0000,0000,0000,,as I've said, the terrorists.
Dialogue: 0,0:03:33.45,0:03:35.83,Default,,0000,0000,0000,,It's not just the marketeers of terrorism,
Dialogue: 0,0:03:35.83,0:03:40.64,Default,,0000,0000,0000,,which is those who finance, those who facilitate it,
Dialogue: 0,0:03:40.64,0:03:42.55,Default,,0000,0000,0000,,but it's the consumers of terrorism.
Dialogue: 0,0:03:42.55,0:03:45.79,Default,,0000,0000,0000,,We've got to get in to those homelands.
Dialogue: 0,0:03:45.79,0:03:49.26,Default,,0000,0000,0000,,That's where they recruit from. That's where they get their power and strength.
Dialogue: 0,0:03:49.26,0:03:51.61,Default,,0000,0000,0000,,That's where their consumers come from.
Dialogue: 0,0:03:51.61,0:03:55.52,Default,,0000,0000,0000,,And we have to get our messaging in there.
Dialogue: 0,0:03:55.52,0:03:59.37,Default,,0000,0000,0000,,So the essentials are, we've got to have interaction
Dialogue: 0,0:03:59.37,0:04:02.71,Default,,0000,0000,0000,,in those areas, with the terrorists, the facilitators, etc.
Dialogue: 0,0:04:02.71,0:04:05.85,Default,,0000,0000,0000,,We've got to engage, we've got to educate,
Dialogue: 0,0:04:05.85,0:04:08.65,Default,,0000,0000,0000,,and we've got to have dialogue.
Dialogue: 0,0:04:08.65,0:04:12.80,Default,,0000,0000,0000,,Now, staying on this brand thing for just a few more seconds,
Dialogue: 0,0:04:12.80,0:04:16.05,Default,,0000,0000,0000,,think about delivery mechanisms.
Dialogue: 0,0:04:16.05,0:04:17.69,Default,,0000,0000,0000,,How are we going to do these attacks?
Dialogue: 0,0:04:17.69,0:04:20.70,Default,,0000,0000,0000,,Well, reducing the market is really one for governments
Dialogue: 0,0:04:20.70,0:04:24.21,Default,,0000,0000,0000,,and civil society. We've got to show we're better.
Dialogue: 0,0:04:24.21,0:04:28.06,Default,,0000,0000,0000,,We've got to show our values.
Dialogue: 0,0:04:28.06,0:04:30.36,Default,,0000,0000,0000,,We've got to practice what we preach.
Dialogue: 0,0:04:30.36,0:04:32.57,Default,,0000,0000,0000,,But when it comes to knocking the brand,
Dialogue: 0,0:04:32.57,0:04:37.04,Default,,0000,0000,0000,,if the terrorists are Coca-Cola and we're Pepsi,
Dialogue: 0,0:04:37.04,0:04:41.06,Default,,0000,0000,0000,,I don't think, being Pepsi, anything we say about Coca-Cola,
Dialogue: 0,0:04:41.06,0:04:42.94,Default,,0000,0000,0000,,anyone's going to believe us.
Dialogue: 0,0:04:42.94,0:04:45.26,Default,,0000,0000,0000,,So we've got to find a different mechanism,
Dialogue: 0,0:04:45.26,0:04:47.66,Default,,0000,0000,0000,,and one of the best mechanisms I've ever come across
Dialogue: 0,0:04:47.66,0:04:50.31,Default,,0000,0000,0000,,is the victims of terrorism.
Dialogue: 0,0:04:50.31,0:04:53.23,Default,,0000,0000,0000,,They are somebody who can actually stand there and say,
Dialogue: 0,0:04:53.23,0:04:57.65,Default,,0000,0000,0000,,"This product's crap. I had it and I was sick for days.
Dialogue: 0,0:04:57.65,0:05:01.10,Default,,0000,0000,0000,,It burnt my hand, whatever." You believe them.
Dialogue: 0,0:05:01.10,0:05:03.74,Default,,0000,0000,0000,,You can see their scars. You trust them.
Dialogue: 0,0:05:03.74,0:05:09.01,Default,,0000,0000,0000,,But whether it's victims, whether it's governments,
Dialogue: 0,0:05:09.01,0:05:14.71,Default,,0000,0000,0000,,NGOs, or even the Queen yesterday, in Northern Ireland,
Dialogue: 0,0:05:14.71,0:05:18.82,Default,,0000,0000,0000,,we have to interact and engage with those different
Dialogue: 0,0:05:18.82,0:05:23.41,Default,,0000,0000,0000,,layers of terrorism, and, in effect,
Dialogue: 0,0:05:23.41,0:05:27.46,Default,,0000,0000,0000,,we do have to have a little dance with the devil.
Dialogue: 0,0:05:27.46,0:05:30.44,Default,,0000,0000,0000,,This is my favorite part of my speech.
Dialogue: 0,0:05:30.44,0:05:33.70,Default,,0000,0000,0000,,I wanted to blow you all up to try and make a point,
Dialogue: 0,0:05:33.70,0:05:37.42,Default,,0000,0000,0000,,but — (Laughter) —
Dialogue: 0,0:05:37.42,0:05:40.21,Default,,0000,0000,0000,,TED, for health and safety reasons, have told me
Dialogue: 0,0:05:40.21,0:05:41.71,Default,,0000,0000,0000,,I've got to do a countdown, so
Dialogue: 0,0:05:41.71,0:05:45.01,Default,,0000,0000,0000,,I feel like a bit of an Irish or Jewish terrorist,
Dialogue: 0,0:05:45.01,0:05:50.42,Default,,0000,0000,0000,,sort of a health and safety terrorist, and I — (Laughter) —
Dialogue: 0,0:05:50.42,0:05:53.73,Default,,0000,0000,0000,,I've got to count 3, 2, 1, and
Dialogue: 0,0:05:53.73,0:05:57.06,Default,,0000,0000,0000,,it's a bit alarming, so thinking of what my motto would be,
Dialogue: 0,0:05:57.06,0:05:59.82,Default,,0000,0000,0000,,and it would be, "Body parts, not heart attacks."
Dialogue: 0,0:05:59.82,0:06:05.31,Default,,0000,0000,0000,,So 3, 2, 1. (Explosion sound)
Dialogue: 0,0:06:05.31,0:06:10.26,Default,,0000,0000,0000,,Very good. (Laughter)
Dialogue: 0,0:06:10.26,0:06:18.06,Default,,0000,0000,0000,,Now, lady in 15J was a suicide bomber amongst us all.
Dialogue: 0,0:06:18.06,0:06:20.19,Default,,0000,0000,0000,,We're all victims of terrorism.
Dialogue: 0,0:06:20.19,0:06:25.09,Default,,0000,0000,0000,,There's 625 of us in this room. We're going to be scarred for life.
Dialogue: 0,0:06:25.09,0:06:29.17,Default,,0000,0000,0000,,There was a father and a son who sat in that seat over there.
Dialogue: 0,0:06:29.17,0:06:31.65,Default,,0000,0000,0000,,The son's dead. The father lives.
Dialogue: 0,0:06:31.65,0:06:37.57,Default,,0000,0000,0000,,The father will probably kick himself for years to come
Dialogue: 0,0:06:37.57,0:06:41.81,Default,,0000,0000,0000,,that he didn't take that seat instead of his kid.
Dialogue: 0,0:06:41.81,0:06:43.82,Default,,0000,0000,0000,,He's going to take to alcohol, and he's probably
Dialogue: 0,0:06:43.82,0:06:48.18,Default,,0000,0000,0000,,going to kill himself in three years. That's the stats.
Dialogue: 0,0:06:48.18,0:06:51.93,Default,,0000,0000,0000,,There's a very young, attractive lady over here,
Dialogue: 0,0:06:51.93,0:06:54.96,Default,,0000,0000,0000,,and she has something which I think's the worst form
Dialogue: 0,0:06:54.96,0:06:57.75,Default,,0000,0000,0000,,of psychological, physical injury I've ever seen
Dialogue: 0,0:06:57.75,0:07:01.45,Default,,0000,0000,0000,,out of a suicide bombing: It's human shrapnel.
Dialogue: 0,0:07:01.45,0:07:03.60,Default,,0000,0000,0000,,What it means is, when she sat in a restaurant
Dialogue: 0,0:07:03.60,0:07:06.60,Default,,0000,0000,0000,,in years to come, 10 years to come, 15 years to come,
Dialogue: 0,0:07:06.60,0:07:09.09,Default,,0000,0000,0000,,or she's on the beach, every so often she's going to start
Dialogue: 0,0:07:09.09,0:07:12.06,Default,,0000,0000,0000,,rubbing her skin, and out of there will come
Dialogue: 0,0:07:12.06,0:07:14.29,Default,,0000,0000,0000,,a piece of that shrapnel.
Dialogue: 0,0:07:14.29,0:07:19.53,Default,,0000,0000,0000,,And that is a hard thing for the head to take.
Dialogue: 0,0:07:19.53,0:07:22.45,Default,,0000,0000,0000,,There's a lady over there as well who lost her legs
Dialogue: 0,0:07:22.45,0:07:25.97,Default,,0000,0000,0000,,in this bombing.
Dialogue: 0,0:07:25.97,0:07:30.05,Default,,0000,0000,0000,,She's going to find out that she gets a pitiful amount
Dialogue: 0,0:07:30.05,0:07:34.16,Default,,0000,0000,0000,,of money off our government
Dialogue: 0,0:07:34.16,0:07:37.45,Default,,0000,0000,0000,,for looking after what's happened to her.
Dialogue: 0,0:07:37.45,0:07:39.59,Default,,0000,0000,0000,,She had a daughter who was going to go to one of the best
Dialogue: 0,0:07:39.59,0:07:42.29,Default,,0000,0000,0000,,universities. She's going to give up university
Dialogue: 0,0:07:42.29,0:07:46.02,Default,,0000,0000,0000,,to look after Mum.
Dialogue: 0,0:07:46.02,0:07:48.55,Default,,0000,0000,0000,,We're all here, and all of those who watch it
Dialogue: 0,0:07:48.55,0:07:51.19,Default,,0000,0000,0000,,are going to be traumatized by this event,
Dialogue: 0,0:07:51.19,0:07:54.34,Default,,0000,0000,0000,,but all of you here who are victims are going to learn
Dialogue: 0,0:07:54.34,0:07:55.92,Default,,0000,0000,0000,,some hard truths.
Dialogue: 0,0:07:55.92,0:08:00.64,Default,,0000,0000,0000,,That is, our society, we sympathize, but after a while,
Dialogue: 0,0:08:00.64,0:08:04.53,Default,,0000,0000,0000,,we start to ignore. We don't do enough as a society.
Dialogue: 0,0:08:04.53,0:08:08.11,Default,,0000,0000,0000,,We do not look after our victims, and we do not enable them,
Dialogue: 0,0:08:08.11,0:08:11.11,Default,,0000,0000,0000,,and what I'm going to try and show is that actually,
Dialogue: 0,0:08:11.11,0:08:13.90,Default,,0000,0000,0000,,victims are the best weapon we have
Dialogue: 0,0:08:13.90,0:08:17.07,Default,,0000,0000,0000,,against more terrorism.
Dialogue: 0,0:08:17.07,0:08:21.29,Default,,0000,0000,0000,,How would the government at the turn of the millennium
Dialogue: 0,0:08:21.29,0:08:23.52,Default,,0000,0000,0000,,approach today? Well, we all know.
Dialogue: 0,0:08:23.52,0:08:26.12,Default,,0000,0000,0000,,What they'd have done then is an invasion.
Dialogue: 0,0:08:26.12,0:08:29.30,Default,,0000,0000,0000,,If the suicide bomber was from Wales,
Dialogue: 0,0:08:29.30,0:08:31.64,Default,,0000,0000,0000,,good luck to Wales, I'd say.
Dialogue: 0,0:08:31.64,0:08:35.39,Default,,0000,0000,0000,,Knee-jerk legislation, emergency provision legislation --
Dialogue: 0,0:08:35.39,0:08:39.09,Default,,0000,0000,0000,,which hits at the very basis of our society, as we all know --
Dialogue: 0,0:08:39.09,0:08:42.27,Default,,0000,0000,0000,,it's a mistake.
Dialogue: 0,0:08:42.27,0:08:45.72,Default,,0000,0000,0000,,We're going to drive prejudice throughout Edinburgh,
Dialogue: 0,0:08:45.72,0:08:50.15,Default,,0000,0000,0000,,throughout the U.K., for Welsh people.
Dialogue: 0,0:08:50.15,0:08:55.80,Default,,0000,0000,0000,,Today's approach, governments have learned from their mistakes.
Dialogue: 0,0:08:55.80,0:08:58.03,Default,,0000,0000,0000,,They are looking at what I've started off on,
Dialogue: 0,0:08:58.03,0:09:01.59,Default,,0000,0000,0000,,on these more asymmetrical approaches to it,
Dialogue: 0,0:09:01.59,0:09:04.29,Default,,0000,0000,0000,,more modernist views, cause and effect.
Dialogue: 0,0:09:04.29,0:09:07.07,Default,,0000,0000,0000,,But mistakes of the past are inevitable.
Dialogue: 0,0:09:07.07,0:09:08.57,Default,,0000,0000,0000,,It's human nature.
Dialogue: 0,0:09:08.57,0:09:12.30,Default,,0000,0000,0000,,The fear and the pressure to do something on them
Dialogue: 0,0:09:12.30,0:09:14.58,Default,,0000,0000,0000,,is going to be immense. They are going to make mistakes.
Dialogue: 0,0:09:14.58,0:09:18.23,Default,,0000,0000,0000,,They're not just going to be smart.
Dialogue: 0,0:09:18.23,0:09:21.54,Default,,0000,0000,0000,,There was a famous Irish terrorist who once summed up
Dialogue: 0,0:09:21.54,0:09:24.60,Default,,0000,0000,0000,,the point very beautifully. He said,
Dialogue: 0,0:09:24.60,0:09:26.71,Default,,0000,0000,0000,,"The thing is, about the British government, is, is that it's got
Dialogue: 0,0:09:26.71,0:09:31.17,Default,,0000,0000,0000,,to be lucky all the time, and we only have to be lucky once."
Dialogue: 0,0:09:31.17,0:09:34.41,Default,,0000,0000,0000,,So what we need to do is we have to effect it.
Dialogue: 0,0:09:34.41,0:09:37.17,Default,,0000,0000,0000,,We've got to start thinking about being more proactive.
Dialogue: 0,0:09:37.17,0:09:41.86,Default,,0000,0000,0000,,We need to build an arsenal of noncombative weapons
Dialogue: 0,0:09:41.86,0:09:43.48,Default,,0000,0000,0000,,in this war on terrorism.
Dialogue: 0,0:09:43.48,0:09:51.93,Default,,0000,0000,0000,,But of course, it's ideas -- is not something that governments do very well.
Dialogue: 0,0:09:51.93,0:09:56.10,Default,,0000,0000,0000,,I want to go back just to before the bang, to this idea of
Dialogue: 0,0:09:56.10,0:10:00.30,Default,,0000,0000,0000,,brand, and I was talking about Coke and Pepsi, etc.
Dialogue: 0,0:10:00.30,0:10:04.21,Default,,0000,0000,0000,,We see it as terrorism versus democracy in that brand war.
Dialogue: 0,0:10:04.21,0:10:06.23,Default,,0000,0000,0000,,They'll see it as freedom fighters and truth
Dialogue: 0,0:10:06.23,0:10:13.45,Default,,0000,0000,0000,,against injustice, imperialism, etc.
Dialogue: 0,0:10:13.45,0:10:17.44,Default,,0000,0000,0000,,We do have to see this as a deadly battlefield.
Dialogue: 0,0:10:17.44,0:10:20.62,Default,,0000,0000,0000,,It's not just [our] flesh and blood they want.
Dialogue: 0,0:10:20.62,0:10:23.49,Default,,0000,0000,0000,,They actually want our cultural souls, and that's why
Dialogue: 0,0:10:23.49,0:10:27.50,Default,,0000,0000,0000,,the brand analogy is a very interesting way of looking at this.
Dialogue: 0,0:10:27.50,0:10:32.08,Default,,0000,0000,0000,,If we look at al Qaeda. Al Qaeda was essentially
Dialogue: 0,0:10:32.08,0:10:36.62,Default,,0000,0000,0000,,a product on a shelf in a souk somewhere
Dialogue: 0,0:10:36.62,0:10:38.76,Default,,0000,0000,0000,,which not many people had heard of.
Dialogue: 0,0:10:38.76,0:10:42.93,Default,,0000,0000,0000,,9/11 launched it. It was its big marketing day,
Dialogue: 0,0:10:42.93,0:10:47.80,Default,,0000,0000,0000,,and it was packaged for the 21st century. They knew what they were doing.
Dialogue: 0,0:10:47.80,0:10:51.72,Default,,0000,0000,0000,,They were effectively [doing] something in this brand image
Dialogue: 0,0:10:51.72,0:10:54.91,Default,,0000,0000,0000,,of creating a brand which can be franchised around
Dialogue: 0,0:10:54.91,0:11:00.57,Default,,0000,0000,0000,,the world, where there's poverty, ignorance and injustice.
Dialogue: 0,0:11:00.57,0:11:04.63,Default,,0000,0000,0000,,We, as I've said, have got to hit that market,
Dialogue: 0,0:11:04.63,0:11:08.09,Default,,0000,0000,0000,,but we've got to use our heads rather than our might.
Dialogue: 0,0:11:08.09,0:11:11.86,Default,,0000,0000,0000,,If we perceive it in this way as a brand, or other ways of thinking at it like this,
Dialogue: 0,0:11:11.86,0:11:16.30,Default,,0000,0000,0000,,we will not resolve or counter terrorism.
Dialogue: 0,0:11:16.30,0:11:19.66,Default,,0000,0000,0000,,What I'd like to do is just briefly go through a few examples
Dialogue: 0,0:11:19.66,0:11:25.09,Default,,0000,0000,0000,,from my work on areas where we try and approach these things differently.
Dialogue: 0,0:11:25.09,0:11:28.78,Default,,0000,0000,0000,,The first one has been dubbed "lawfare,"
Dialogue: 0,0:11:28.78,0:11:31.22,Default,,0000,0000,0000,,for want of a better word.
Dialogue: 0,0:11:31.22,0:11:35.42,Default,,0000,0000,0000,,When we originally looked at bringing civil actions against terrorists,
Dialogue: 0,0:11:35.42,0:11:37.79,Default,,0000,0000,0000,,everyone thought we were a bit mad and mavericks
Dialogue: 0,0:11:37.79,0:11:41.55,Default,,0000,0000,0000,,and crackpots. Now it's got a title. Everyone's doing it.
Dialogue: 0,0:11:41.55,0:11:43.17,Default,,0000,0000,0000,,There's a bomb, people start suing.
Dialogue: 0,0:11:43.17,0:11:46.86,Default,,0000,0000,0000,,But one of the first early cases on this was the Omagh Bombing.
Dialogue: 0,0:11:46.86,0:11:50.60,Default,,0000,0000,0000,,A civil action was brought from 1998.
Dialogue: 0,0:11:50.60,0:11:54.00,Default,,0000,0000,0000,,In Omagh, bomb went off, Real IRA,
Dialogue: 0,0:11:54.00,0:11:56.22,Default,,0000,0000,0000,,middle of a peace process.
Dialogue: 0,0:11:56.22,0:12:00.36,Default,,0000,0000,0000,,That meant that the culprits couldn't really be prosecuted
Dialogue: 0,0:12:00.36,0:12:03.61,Default,,0000,0000,0000,,for lots of reasons, mostly to do with the peace process
Dialogue: 0,0:12:03.61,0:12:05.83,Default,,0000,0000,0000,,and what was going on, the greater good.
Dialogue: 0,0:12:05.83,0:12:08.32,Default,,0000,0000,0000,,It also meant, then, if you can imagine this,
Dialogue: 0,0:12:08.32,0:12:10.63,Default,,0000,0000,0000,,that the people who bombed your children
Dialogue: 0,0:12:10.63,0:12:15.98,Default,,0000,0000,0000,,and your husbands were walking around the supermarket
Dialogue: 0,0:12:15.98,0:12:17.67,Default,,0000,0000,0000,,that you lived in.
Dialogue: 0,0:12:17.67,0:12:21.43,Default,,0000,0000,0000,,Some of those victims said enough is enough.
Dialogue: 0,0:12:21.43,0:12:24.86,Default,,0000,0000,0000,,We brought a private action, and thank God, 10 years later,
Dialogue: 0,0:12:24.86,0:12:27.46,Default,,0000,0000,0000,,we actually won it. There is a slight appeal on
Dialogue: 0,0:12:27.46,0:12:29.27,Default,,0000,0000,0000,,at the moment so I have to be a bit careful,
Dialogue: 0,0:12:29.27,0:12:31.38,Default,,0000,0000,0000,,but I'm fairly confident.
Dialogue: 0,0:12:31.39,0:12:33.01,Default,,0000,0000,0000,,Why was it effective?
Dialogue: 0,0:12:33.01,0:12:35.65,Default,,0000,0000,0000,,It was effective not just because justice was seen to be done
Dialogue: 0,0:12:35.65,0:12:37.38,Default,,0000,0000,0000,,where there was a huge void.
Dialogue: 0,0:12:37.38,0:12:42.01,Default,,0000,0000,0000,,It was because the Real IRA and other terrorist groups,
Dialogue: 0,0:12:42.01,0:12:44.09,Default,,0000,0000,0000,,their whole strength is from the fact that they are
Dialogue: 0,0:12:44.09,0:12:48.84,Default,,0000,0000,0000,,an underdog. When we put the victims as the underdog
Dialogue: 0,0:12:48.84,0:12:51.98,Default,,0000,0000,0000,,and flipped it, they didn't know what to do.
Dialogue: 0,0:12:51.98,0:12:56.23,Default,,0000,0000,0000,,They were embarrassed. Their recruitment went down.
Dialogue: 0,0:12:56.23,0:13:00.52,Default,,0000,0000,0000,,The bombs actually stopped -- fact -- because of this action.
Dialogue: 0,0:13:00.52,0:13:04.22,Default,,0000,0000,0000,,We became, or those victims became, more importantly,
Dialogue: 0,0:13:04.22,0:13:08.20,Default,,0000,0000,0000,,a ghost that haunted the terrorist organization.
Dialogue: 0,0:13:08.20,0:13:10.100,Default,,0000,0000,0000,,There's other examples. We have a case called Almog
Dialogue: 0,0:13:10.100,0:13:15.19,Default,,0000,0000,0000,,which is to do with a bank that was,
Dialogue: 0,0:13:15.19,0:13:18.19,Default,,0000,0000,0000,,allegedly, from our point of view,
Dialogue: 0,0:13:18.19,0:13:22.11,Default,,0000,0000,0000,,giving rewards to suicide bombers.
Dialogue: 0,0:13:22.11,0:13:25.12,Default,,0000,0000,0000,,Just by bringing the very action,
Dialogue: 0,0:13:25.12,0:13:27.63,Default,,0000,0000,0000,,that bank has stopped doing it, and indeed,
Dialogue: 0,0:13:27.63,0:13:30.03,Default,,0000,0000,0000,,the powers that be around the world, which for real politic
Dialogue: 0,0:13:30.03,0:13:33.37,Default,,0000,0000,0000,,reasons before, couldn't actually deal with this issue,
Dialogue: 0,0:13:33.37,0:13:34.90,Default,,0000,0000,0000,,because there was lots of competing interests,
Dialogue: 0,0:13:34.90,0:13:37.89,Default,,0000,0000,0000,,have actually closed down those loopholes in the banking system.
Dialogue: 0,0:13:37.89,0:13:40.60,Default,,0000,0000,0000,,There's another case called the McDonald case,
Dialogue: 0,0:13:40.60,0:13:44.92,Default,,0000,0000,0000,,where some victims of Semtex, of the Provisional IRA bombings,
Dialogue: 0,0:13:44.92,0:13:51.54,Default,,0000,0000,0000,,which were supplied by Gaddafi, sued,
Dialogue: 0,0:13:51.54,0:13:56.48,Default,,0000,0000,0000,,and that action has led to amazing things for new Libya.
Dialogue: 0,0:13:56.48,0:13:59.43,Default,,0000,0000,0000,,New Libya has been compassionate towards those victims,
Dialogue: 0,0:13:59.43,0:14:03.07,Default,,0000,0000,0000,,and started taking it -- so it started a whole new dialogue there.
Dialogue: 0,0:14:03.07,0:14:07.35,Default,,0000,0000,0000,,But the problem is, we need more and more support
Dialogue: 0,0:14:07.35,0:14:10.15,Default,,0000,0000,0000,,for these ideas and cases.
Dialogue: 0,0:14:10.15,0:14:14.58,Default,,0000,0000,0000,,Civil affairs and civil society initiatives.
Dialogue: 0,0:14:14.58,0:14:17.10,Default,,0000,0000,0000,,A good one is in Somalia. There's a war on piracy.
Dialogue: 0,0:14:17.10,0:14:18.91,Default,,0000,0000,0000,,If anyone thinks you can have a war on piracy
Dialogue: 0,0:14:18.91,0:14:21.54,Default,,0000,0000,0000,,like a war on terrorism and beat it, you're wrong.
Dialogue: 0,0:14:21.54,0:14:24.52,Default,,0000,0000,0000,,What we're trying to do there is turn pirates to fisherman.
Dialogue: 0,0:14:24.52,0:14:26.75,Default,,0000,0000,0000,,They used to be fisherman, of course,
Dialogue: 0,0:14:26.75,0:14:29.94,Default,,0000,0000,0000,,but we stole their fish and dumped a load of toxic waste
Dialogue: 0,0:14:29.94,0:14:33.24,Default,,0000,0000,0000,,in their water, so what we're trying to do is create
Dialogue: 0,0:14:33.24,0:14:35.72,Default,,0000,0000,0000,,security and employment by bringing a coastguard
Dialogue: 0,0:14:35.72,0:14:39.06,Default,,0000,0000,0000,,along with the fisheries industry, and I can guarantee you,
Dialogue: 0,0:14:39.06,0:14:41.92,Default,,0000,0000,0000,,as that builds, al Shabaab and such likes will not have
Dialogue: 0,0:14:41.92,0:14:45.75,Default,,0000,0000,0000,,the poverty and injustice any longer to prey on those people.
Dialogue: 0,0:14:45.75,0:14:49.62,Default,,0000,0000,0000,,These initiatives cost less than a missile,
Dialogue: 0,0:14:49.62,0:14:52.59,Default,,0000,0000,0000,,and certainly less than any soldier's life,
Dialogue: 0,0:14:52.59,0:14:55.45,Default,,0000,0000,0000,,but more importantly, it takes the war to their homelands,
Dialogue: 0,0:14:55.45,0:14:57.74,Default,,0000,0000,0000,,and not onto our shore,
Dialogue: 0,0:14:57.74,0:14:59.19,Default,,0000,0000,0000,,and we're looking at the causes.
Dialogue: 0,0:14:59.19,0:15:02.64,Default,,0000,0000,0000,,The last one I wanted to talk about was dialogue.
Dialogue: 0,0:15:02.64,0:15:05.44,Default,,0000,0000,0000,,The advantages of dialogue are obvious.
Dialogue: 0,0:15:05.44,0:15:09.74,Default,,0000,0000,0000,,It self-educates both sides, enables a better understanding,
Dialogue: 0,0:15:09.74,0:15:11.97,Default,,0000,0000,0000,,reveals the strengths and weaknesses,
Dialogue: 0,0:15:11.97,0:15:14.57,Default,,0000,0000,0000,,and yes, like some of the speakers before,
Dialogue: 0,0:15:14.57,0:15:18.46,Default,,0000,0000,0000,,the shared vulnerability does lead to trust, and
Dialogue: 0,0:15:18.46,0:15:21.36,Default,,0000,0000,0000,,it does then become, that process, part of normalization.
Dialogue: 0,0:15:21.36,0:15:26.04,Default,,0000,0000,0000,,But it's not an easy road. After the bomb,
Dialogue: 0,0:15:26.04,0:15:29.16,Default,,0000,0000,0000,,the victims are not into this.
Dialogue: 0,0:15:29.16,0:15:31.06,Default,,0000,0000,0000,,There's practical problems.
Dialogue: 0,0:15:31.06,0:15:33.95,Default,,0000,0000,0000,,It's politically risky for the protagonists
Dialogue: 0,0:15:33.95,0:15:36.69,Default,,0000,0000,0000,,and for the interlocutors. On one occasion
Dialogue: 0,0:15:36.69,0:15:39.13,Default,,0000,0000,0000,,I was doing it, every time I did a point that they didn't like,
Dialogue: 0,0:15:39.13,0:15:40.99,Default,,0000,0000,0000,,they actually threw stones at me,
Dialogue: 0,0:15:40.99,0:15:42.98,Default,,0000,0000,0000,,and when I did a point they liked,
Dialogue: 0,0:15:42.98,0:15:47.57,Default,,0000,0000,0000,,they starting shooting in the air, equally not great. (Laughter)
Dialogue: 0,0:15:47.57,0:15:50.78,Default,,0000,0000,0000,,Whatever the point, it gets to the heart of the problem,
Dialogue: 0,0:15:50.78,0:15:52.89,Default,,0000,0000,0000,,you're doing it, you're talking to them.
Dialogue: 0,0:15:52.89,0:15:56.63,Default,,0000,0000,0000,,Now, I just want to end with saying, if we follow reason,
Dialogue: 0,0:15:56.63,0:16:01.100,Default,,0000,0000,0000,,we realize that I think we'd all say that we want to
Dialogue: 0,0:16:01.100,0:16:04.68,Default,,0000,0000,0000,,have a perception of terrorism which is not just a pure
Dialogue: 0,0:16:04.68,0:16:08.43,Default,,0000,0000,0000,,military perception of it.
Dialogue: 0,0:16:08.45,0:16:10.90,Default,,0000,0000,0000,,We need to foster more
Dialogue: 0,0:16:10.90,0:16:13.69,Default,,0000,0000,0000,,modern and asymmetrical responses to it.
Dialogue: 0,0:16:13.69,0:16:16.24,Default,,0000,0000,0000,,This isn't about being soft on terrorism.
Dialogue: 0,0:16:16.24,0:16:19.96,Default,,0000,0000,0000,,It's about fighting them on contemporary battlefields.
Dialogue: 0,0:16:19.96,0:16:22.91,Default,,0000,0000,0000,,We must foster innovation, as I've said.
Dialogue: 0,0:16:22.91,0:16:26.79,Default,,0000,0000,0000,,Governments are receptive. It won't come from those dusty corridors.
Dialogue: 0,0:16:26.79,0:16:28.100,Default,,0000,0000,0000,,The private sector has a role.
Dialogue: 0,0:16:28.100,0:16:31.57,Default,,0000,0000,0000,,The role we could do right now is going away
Dialogue: 0,0:16:31.57,0:16:35.30,Default,,0000,0000,0000,,and looking at how we can support victims around the world
Dialogue: 0,0:16:35.30,0:16:36.77,Default,,0000,0000,0000,,to bring initiatives.
Dialogue: 0,0:16:36.77,0:16:39.57,Default,,0000,0000,0000,,If I was to leave you with some big questions here which
Dialogue: 0,0:16:39.57,0:16:43.05,Default,,0000,0000,0000,,may change one's perception to it, and who knows what
Dialogue: 0,0:16:43.05,0:16:45.43,Default,,0000,0000,0000,,thoughts and responses will come out of it,
Dialogue: 0,0:16:45.43,0:16:49.38,Default,,0000,0000,0000,,but did myself and my terrorist group actually need
Dialogue: 0,0:16:49.38,0:16:52.62,Default,,0000,0000,0000,,to blow you up to make our point?
Dialogue: 0,0:16:52.62,0:16:56.100,Default,,0000,0000,0000,,We have to ask ourselves these questions, however unpalatable.
Dialogue: 0,0:16:56.100,0:17:00.13,Default,,0000,0000,0000,,Have we been ignoring an injustice or a humanitarian
Dialogue: 0,0:17:00.13,0:17:02.90,Default,,0000,0000,0000,,struggle somewhere in the world?
Dialogue: 0,0:17:02.90,0:17:05.55,Default,,0000,0000,0000,,What if, actually, engagement on poverty and injustice
Dialogue: 0,0:17:05.55,0:17:07.96,Default,,0000,0000,0000,,is exactly what the terrorists wanted us to do?
Dialogue: 0,0:17:07.96,0:17:11.07,Default,,0000,0000,0000,,What if the bombs are just simply wake-up calls for us?
Dialogue: 0,0:17:11.07,0:17:14.27,Default,,0000,0000,0000,,What happens if that bomb went off
Dialogue: 0,0:17:14.27,0:17:17.57,Default,,0000,0000,0000,,because we didn't have any thoughts and things in place
Dialogue: 0,0:17:17.57,0:17:22.25,Default,,0000,0000,0000,,to allow dialogue to deal with these things and interaction?
Dialogue: 0,0:17:22.25,0:17:25.42,Default,,0000,0000,0000,,What is definitely uncontroversial
Dialogue: 0,0:17:25.42,0:17:27.23,Default,,0000,0000,0000,,is that, as I've said, we've got to stop being reactive,
Dialogue: 0,0:17:27.23,0:17:30.84,Default,,0000,0000,0000,,and more proactive, and I just want to leave you
Dialogue: 0,0:17:30.84,0:17:34.25,Default,,0000,0000,0000,,with one idea, which is that
Dialogue: 0,0:17:34.25,0:17:37.41,Default,,0000,0000,0000,,it's a provocative question for you to think about,
Dialogue: 0,0:17:37.41,0:17:41.53,Default,,0000,0000,0000,,and the answer will require sympathy with the devil.
Dialogue: 0,0:17:41.53,0:17:44.25,Default,,0000,0000,0000,,It's a question that's been tackled by many great thinkers
Dialogue: 0,0:17:44.25,0:17:49.17,Default,,0000,0000,0000,,and writers: What if society actually needs crisis to change?
Dialogue: 0,0:17:49.17,0:17:53.47,Default,,0000,0000,0000,,What if society actually needs terrorism
Dialogue: 0,0:17:53.47,0:17:55.01,Default,,0000,0000,0000,,to change and adapt for the better?
Dialogue: 0,0:17:55.01,0:17:59.56,Default,,0000,0000,0000,,It's those Bulgakov themes, it's that picture of Jesus
Dialogue: 0,0:17:59.56,0:18:02.77,Default,,0000,0000,0000,,and the Devil hand in hand in Gethsemane
Dialogue: 0,0:18:02.77,0:18:05.05,Default,,0000,0000,0000,,walking into the moonlight.
Dialogue: 0,0:18:05.05,0:18:07.90,Default,,0000,0000,0000,,What it would mean is that humans,
Dialogue: 0,0:18:07.90,0:18:10.55,Default,,0000,0000,0000,,in order to survive in development,
Dialogue: 0,0:18:10.55,0:18:12.63,Default,,0000,0000,0000,,quite Darwinian spirit here,
Dialogue: 0,0:18:12.63,0:18:16.96,Default,,0000,0000,0000,,inherently must dance with the devil.
Dialogue: 0,0:18:16.96,0:18:21.22,Default,,0000,0000,0000,,A lot of people say that communism was defeated
Dialogue: 0,0:18:21.22,0:18:25.21,Default,,0000,0000,0000,,by the Rolling Stones. It's a good theory.
Dialogue: 0,0:18:25.21,0:18:28.05,Default,,0000,0000,0000,,Maybe the Rolling Stones has a place in this.
Dialogue: 0,0:18:28.05,0:18:30.63,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:18:30.63,0:18:39.50,Default,,0000,0000,0000,,(Music) (Applause)
Dialogue: 0,0:18:39.50,0:18:42.08,Default,,0000,0000,0000,,Bruno Giussani: Thank you. (Applause)