The Mutton Crew

Inside the Dark World of Digital Manipulation and Harassment

The Rise of TryLife and the Dark Forces Behind Social Media Manipulation

2011: The Birth of TryLife

In 2011, Paul Irwin had a revolutionary idea: to create a film production company dedicated to choose-your-own-adventure films. His mission was simple but profound: to allow people to explore life’s paths before committing to any one direction. This interactive storytelling concept would give viewers the chance to "try life" before settling on any given path, transforming traditional film viewing into a more participatory experience.

2018: The Age of Interactivity

By 2018, the idea of interactive media became mainstream. Netflix’s Black Mirror episode Bandersnatch premiered, offering viewers the power to control the actions of the protagonist. This marked a new era in entertainment, where choices mattered, and the audience shaped the outcome. Around the same time, TryLife expanded its reach by producing six interactive episodes of its own, reinforcing the growing popularity of interactive media.

2019: The Pandemic and the Emergence of a Shadow Network

Then came 2019, and with it, the global pandemic of COVID-19. In the wake of the crisis, a team of social media experts was assembled to study and influence public behaviour. This group, working under the banner of the National Institute for Health Research (NIHR) and PHIRST, aimed to shape public health messaging.

Social Kind Ltd. emerged as a key player in this mission. Led by Simon Harris, Emmy Coffey McCarthy, and Kirsty O'Callaghan, the company quickly gained prominence for its role in shaping online discourse. However, its influence went far beyond public health campaigns.

The Key Figures: The Mutton Crew and Their Manipulative Tactics

The Social Kind team grew quickly, enlisting a range of individuals with various backgrounds and controversial reputations:

Jon Morter, the social media provocateur, became a key adviser. Known for his mastery of disrupting narratives, Jon helped recruit a network of online influencers and built echo chambers of like-minded individuals.

Simon Harris, a blogger infamous for divisive content, began managing social media strategy, local messaging, and public health campaigns, despite backlash from existing teams.

Ian Robinson, a YouTube personality joined the team, bringing with him a reputation for shady dealings.

Emmy Coffey McCarthy, a social justice warrior and employee at META, helped align Social Kind’s operations with corporate interests.

Kirsty O'Callaghan, the mysterious figure known for her work as a “social capital behaviour change ninja,” also played a significant role in financing the operation.

Together, they began to craft campaigns that manipulated public opinion, pushing narratives designed to serve corporate and political interests.

The Dark Side of Digital Manipulation

Through platforms like Hootsuite, the team gamified social media, creating fake accounts and recruiting influencers to amplify specific messages. Their goal was clear: to control narratives, discredit opposition, and promote agendas that benefitted their backers.

They even paid celebrities to promote their causes, such as Carole Baskin from Tiger King to promote mask-wearing, and Jamie Oliver to push TryLife’s interactive media in America. But behind the scenes, they were waging psychological warfare, using tactics that blurred the line between manipulation and outright harassment.

In a statement that would later echo across multiple social media platforms, Graham Bottley, a key member of the crew, became infamous for his abusive online behaviour. His actions led to the group being dubbed the "Mutton Crew", named after Bottley, a sheep farmer, and his aggressive tactics.

The crew’s core tactics involved emotional manipulation—they would provoke, antagonize, and bait people into making aggressive responses. These responses were then reported as “hate speech” to social media platforms, enabling the Mutton Crew to suppress dissent while continuing to push their own messages.

The Mutton Crew's Expansion

The Mutton Crew's influence quickly spread beyond social media. Jon Morter taught them how to disrupt narratives and create influential online personas. They formed alliances with organizations like Team Halo and Shots Heard Around the World, further amplifying their influence.

By 2019, they were running thousands of fake social media accounts across platforms like Facebook, X (Twitter), Instagram, and Reddit. The crew’s tactics were sophisticated, using well-coordinated campaigns of harassment, misinformation, and threats. They didn’t just attack individuals—they aimed to destroy careers, reputations, and lives.

The Case of Dr. David Cartland: A Target for Destruction

One of the crew's most chilling operations centered around Dr. David Cartland, a general practitioner undergoing a GMC MPTS hearing for alleged dishonesty. The Mutton Crew, assisted by Jon Sheller and others, relentlessly targeted Cartland, feeding him false information and attempting to entrap him. The Mutton Crew paid Jon Sheller, a known con-man, £5,000 to infiltrate Cartland's life and assist in spreading damaging information.

The harassment against Dr. Cartland was so intense that it drove him to attempt suicide. Meanwhile, the crew continued to manipulate public sentiment, trying to ruin Cartland’s career and force him off social media.

The Celebrity Doctor's Role in the Harassment Campaign

Adding another layer of complexity to the situation was the involvement of a celebrity TV doctor, well known for their appearances on children's television. This celebrity doctor had a history of attacking individuals who disagreed with their views.

In the case of Dr. Cartland, the celebrity doctor became one of the key figures in the harassment campaign. The Mutton Crew, leveraging their influence, managed to manipulate this TV doctor into threatening Cartland. The TV personality accused Dr. Cartland of making derogatory comments about them, though there was no evidence to support this claim.

Dr. Cartland was pressured by the celebrity doctor and their legal team, who threatened to drag him into a lengthy and costly court battle over these exaggerated accusations. Unable to afford the fight and under immense pressure, Dr. Cartland was coerced into paying £23,000 to settle the matter without any wrongdoing being proven.

The TV doctor's role was pivotal in escalating the abuse Cartland endured. By weaponizing their celebrity status and aligning with the Mutton Crew’s tactics, the doctor helped fuel the campaign to destroy Cartland's reputation.

2024: The Fall of the Mutton Crew

By 2024, the Mutton Crew’s operations began to unravel. On May 14, 2024, British MP Andrew Bridgen became the latest target of their harassment. He accused the crew of orchestrating a sustained campaign of online abuse. At the same time, investigations into Essex County Council revealed fraudulent activities tied to the group, further exposing their manipulative network.

As the pressure mounted, key members of the crew began to retreat. Ian Robinson fled to Thailand, running a massage parlor with his Thai girlfriend, while Simon Harris attempted to erase his online presence, removing his social media accounts amid growing scrutiny. But their attempts to hide were in vain. The truth about their involvement in online manipulation and harassment was coming to light.

The Conspiracy Unravels

As more information surfaced, it became clear that Simon Harris and Ian Robinson had been involved in a global operation designed to manipulate public opinion and suppress dissent. Payments were traced to Robinson in Thailand, specifically for trolling and psychological warfare against individuals in the UK and around the world. This operation was not just a rogue social media campaign—it was a carefully orchestrated criminal enterprise.

Jon Morter tried to distance himself from the operation, tweeting: "I didn’t know what was going on under my management in Essex. I unknowingly opened a Pandora's box." However, many of Jon Morter’s followers were revealed to be members of the Mutton Crew, suggesting he knew more than he was letting on.

Soon after, Simon Harris issued a statement on his personal Facebook page, claiming he was the victim of a "witch hunt" and denying any involvement in criminal activity. But a comment made on his post hinted at his connection to Robinson’s activities in Pattaya:

"Would you be prepared to comment for clarity what your business partner Ian Robinson has been up to with all that cash in Pattaya? Nitsara massage parlour is doing very well over there. Are you planning a trip over there at any point? It is best to get ahead of this before the truth comes out."

Simon’s reaction was swift—he deleted data from his personal Facebook account and made it private. This was a clear indication that he was trying to hide something. Ian, too, went silent online, erasing much of his social media presence.

The Legacy of the Mutton Crew

The Mutton Crew may have certainly gone quiet for now, but their legacy lives on. They pioneered tactics of social media manipulation, harassment, and psychological warfare that blurred the line between truth and fiction. As new investigations continue, more details will emerge about their criminal activities, the people involved, and the far-reaching consequences of their digital manipulation.

As of now, social media users are left questioning: who else is involved behind the scenes of these manipulative campaigns, and how far will the long arm of the Mutton Crew reach and how bad will the fallout be for those organisations supporting these narrative twisters?