It was the launch of an unprecedented national appeal. As Britain's police and counter terrorism staff joined forces with some community groups to try and get women to stop young Muslims from going to fight in Syria.
Security chiefs say the number of them fighting is in the mid-hundreds, although they say they may be under-estimating figures.About 20 British fighters are said to have been killed, the latest 18-year-old Abdullah Deghayes who died fighting in Syria just last week.It's young men like Abdullah that this campaign wants to stop. But the strategy is not without criticism, in part for targeting women. And British Muslim Communities already mistrust UK authorities. There have been 40 Syria related arrests in the first three months of this year, compared to 25 people in the whole of 2013, One organization has said the move is part of an increasing hostile environment that could lead to a McCarthyite witch hunt. The Syria conflict has become increasingly prolonged and increasingly polarizing. Politically, the UK has given conflicting messages - supporting the anti-Assad opposition on the one hand, but opposing the very fighters that make it up on the other. That's ultimately led to enough concern to launch new campaigns such as this. How successful they will be is another matter.