The 2013 victory of far-right extremist Marián Kotleba in gubernatorial elections in Banská Bystrica region led to a diverse array of reactions among activists, academics and policy-makers. Besides assigning blame for the result to various factors and actors, some ventured to pursue the path of potential counterbalancing and prevention of further spread of this rising extremist political clout. This paper was originally intended as a brief introduction to Moral Foundations Theory and its assumed potential as an effective framing tool for developing persuasion interventions aimed at the so called “reluctant radicals” – segments of the electorate with solid chances to become supporters of right-wing radical policies and politicians. It turns out that what was conceived as one policy paper will develop into a small series of contributions. In this paper, the first in the series, I will introduce the basic conceptual apparatus of dealing with issues of political (right-wing) radicalism and possible venues for its reduction and prevention. Although there is no such thing as an established “magic” counter-radicalism persuasion tool or approach, there exists a growing body of literature which points in the same direction ? towards the development of effective interventions, capable of overcoming the societal polarisations and “value gaps.”