'Tolerance Kills' from JWT Beirut

JWT has created a powerful new campaign for the United Nations Information Centre in Beirut, to celebrate World Peace Day on 21 September

 

There are two main components of the campaign, which aims to create an online platform for people to rally behind the twin pillars of tolerance and peace. The first element is an online awareness drive via social media, under the banner ‘Tolerance Kills’. The second is  demonstrateforpeace.org, a space where people can make a stand for peace

 

The Tolerance Kills awareness campaign aims to promote tolerance by killing prejudice, hatred and fear.
 

It drives people to www.demonstrateforpeace.org,  an online space where people can celebrate tolerance, take a stand for peace and thereby work towards a peaceful future.
This is the world's first online demonstration.

 

People can log in by using their Facebook, Twitter or Google account and create a personalised placard celebrating peace.  Each placard is linked to the creator's online profile and location and is displayed with the other demonstrators and their placards, against the backdrop of Martyr's Square – Lebanon's symbolic place for demonstrations.

 

Peace is a universal truth – it is time we changed our behaviour and reached out to one another citizens of the world, armed with tolerance in order to bridge the gap in our differences and pave the way for a future of peace.

 

The campaign is gaining traction through mentions on local Lebanese Radio and TV shows, together with social media mentions, including a #demonstrateforpeace hashtag.