This chapter presents an in-depth case study of the Abdullah-X (AX) project as a pioneering online counternarrative (CN) effort within the broader Preventing and Countering Violent Extremism (P/CVE) field. Emerging from grassroots beginnings and evolving into an internationally recognised pilot campaign, the AX project represents a significant juncture in the strategic communications and behaviour change landscape of early P/CVE initiatives. The chapter chronicles the project’s conceptual origins, the rationale for its distinctive animated storytelling approach, and the strategic interplay of content design, theological nuance, and audience engagement. It examines how AX leveraged online advertising tools, keyword-based targeting, and platform-specific dissemination methods (YouTube, Facebook) to introduce alternative narratives at critical decision-making junctures for individuals at various points along potential radicalisation trajectories. Drawing on socialisation theory and the Reasoned Action Model (RAM) of behaviour change, the chapter situates AX’s thematic and stylistic choices as an intentional re-socialisation tool—offering “mental armour” against extremist propaganda. Through narrative and discourse analysis of specific videos (e.g., “Five Considerations for a Muslim in Syria”) and user journey examples, it highlights how AX content aimed to undermine extremist “calls to action,” raise digital literacy and recalibrate normative beliefs about jihad and religious obligations. Ultimately, the Abdullah-X case study reveals that credible, contextually rich, and strategically disseminated counternarratives can not only prevent vulnerable individuals from embracing extremism but may also spark reconsideration in already radicalised persons.