“Peace” has a serious branding problem – the concept seems hopelessly utopian, out of reach, or too connected to outdated stereotypes to appeal to many activists and ordinary citizens. People do not grasp the connection between peace in their homes and communities, and peace on the world stage – and they therefore do not see the everyday actions that we can take to build peace. With the rise of powerful, sometimes dangerous new narratives, there is an urgency for us to better understand this changing communications landscape and to adapt and incorporate more savvy strategies with new partners that will shift public narratives.
PartnersGlobal’s Narrative Change for Peace Initiative works at the vanguard of our field to promote positive peace narratives, promulgate an understanding that peace is possible, and put peace on the political agenda.
We can achieve our goal of re-branding peace, but it will require that the peacebuilding community forge new cross-sector partnerships. We are using a systems approach — carefully mapping other efforts, talents and non-traditional allies.
We are committed to building partnerships with creative industry leaders and other private sector actors globally to link with our peacebuilding community, including marginalized groups and those most affected by conflict, to collectively improve the way we promote the brand of Peace and combat divisive and war-mongering messages. We are not focused on any specific campaign, but rather on building relationships, tracking resources and fostering learning in order to build a Platform for on-going support for many different campaigns and efforts of peacebuilding organizations, together with private sector and citizen allies.