This chapter outlines the framework for evaluating narrative persuasion through the case of “Jamal al-Khatib.” It begins by addressing the challenges of impact evaluation in real-world settings, focusing on non-reactive methods to assess reach (exposure) and resistance (absence of attitude change) in the target audience. Hypotheses are formulated around narrative form, persuasive potential, and moderating factors like content length and type. The second subchapter details the selection of “Jamal al-Khatib,” a deradicalization campaign by the Vienna-based organisation “turn e.V.“ using a fictional character to share narratives via social media. Meeting the criteria of targeting early-stage radicals, employing credible senders, and utilizing social media, Jamal is identified as an ideal case for analysis. The chapter concludes with an overview of Jamal’s campaigns, content strategies, and platform usage, establishing a foundation for subsequent evaluation.