This research paper seeks to map efforts to counter the attraction of al-Qaeda’s ideology. The aim is to bring together and synthesise current insights in an effort to make existing knowledge more cumulative. It is, however, beyond the scope of this paper to test existing counter-narratives on their impact and effectiveness or elaborate in detail a new model that could improve present efforts. However, it provides some promising conceptual elements for a new road map on how to move forward, based on a broad review and analysis of open source literature.