Learning to live together Media Campaign

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Project presentation

The project was conducted by the Beirut Office, with the support of KACND team. The first activity completed throughout this project was the mapping of media learning materials on intercultural dialogue and main actors.  The research consultant in charge of the activity focused on media outlets (TV channels, radios, websites, magazines, etc.) and media resource people (animators, professors, media specialists, media trainers, etc.) working towards the promotion of cultural diversity and dialogue.
The project teams launched also a media campaign in the Arab States designed for youth, in order to instil in them a culture of peace through the diffusion of messages on the acceptance of others and peaceful coexistence. The strategy was to use media vehicles that were viewed by youth and which represented their interest, passions and drive. The campaign was then deployed through TV spots, Facebook pages, public announcements a slogan and a logo. A CD containing 3 songs related to peace and dialogue was also produced on this occasion, by the UNESCO CHILDREN CHOIR for PEACE and DIALOGUE consisted of at-risk and out-of-school children from 9 public schools in Lebanon.
In addition, the project teams completed a study on Youth Participation in Media and Religion in Egypt and Tunisia to measure perception and attitude of Arab youth towards peace and dialogue specifically in the media sector and also regarding the role of religious leaders in the region. Over 1000 young Egyptian and 430 Tunisian pursued the survey which had a response rate of 75 %.
Moreover, a conference entitled "The Potential of Media in the Promotion of a Culture of Dialogue in the Arab States" was held with 35 media professionals in February 2014 with a view to provide media professional with a place to discuss their role in promoting a culture of peace. Avoiding the creation of misperceptions between and among communities is of the main concern. As a result, the participants came up with tangible recommendations for the promotion of intercultural dialogue in the media sector.
A "Fostering a Culture of Peace and Dialogue in the Arab States" conference targeting religious leaders was convened in Rabat in 2014. Twenty-five representatives of religious institutions, schools and studies came for the occasion. During the conference, strategies for effectively engaging with religious communities were outlined and provide a deeper understanding of how religious communities can positively contribute to the promotion of peace.
Finally, a media advocacy Project was implemented in Yemen in 2014. In this vein, the project teams convened a consultative seminar with Media professional, INGOs, NGOs and government representatives to discuss the issues that need to be advocated by the media. They produced a series of radio and TV flashes as communication supports for their advocacy messages.

Media messages for learning to live together

A regional Media Campaign on Intercultural Dialogue in the Arab States was launched in 2013. It contributes to spread the message of acceptance of the others, tolerance and coexistence leading to peace, stability and development, and to maximize its reach over the period of the project. A series of television public announcement or TV spots carrying strong messages of change were produced and disseminated in the Arab States through regional and local media. A schedule of 12 TV appearances for the project team and partners has been developed and to be delivered through the project period.

Engaging youth on intercultural dialogue was enhanced through the production of a CD including songs around the themes and messages of the programme by the UNESCO Choir. Also, a Facebook page of trainers including peace and dialogue messages was created and is now in use.

The UNESCO Children Choir for Peace and Dialogue is a school-based initiative experienced under this project in Tyr, Saida and Tripoli, involving 9 public schools. Choir practice groups were held once per week for a period of 10 months within one school in each area. The Choir Initiative was designed to target at-risk and out-of-school children. Three songs advocating for peace and identity were written in Arabic by a prominent Lebanese Poet, and music was written by a prominent Lebanese Musician.
2 days conference on “The Potential of Media in the Promotion of a Culture of Dialogue in the Arab States” was held in Rabat (20-21 of February 2014), targeting 30 media professionals and representatives to discuss their role in promoting a culture of peace and dialogue among the public. This event was the occasion for the launching of the HAWER Website.

A study on youth participation in media and religion is engaged in Egypt and Tunisia to measure perception and attitude of Arab youth towards peace and dialogue specifically in the media sector and vis-a-vis the role of religious leaders in the region. The study will cover youth aged 18 - 35 living in these two Arab countries including gender, education level and residence. The sample size will be 1,000 in Egypt, and 400 in Tunisia. The study will be completed in Spring 2014.