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Aman Ki Asha: a Hope for Peace

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

The first anniversary of the horrific Mumbai terror attacks saw India and Pakistan inflamed by fundamentalist jingoism once again. Aman ki Asha (Hope for Peace) was a cross-border peace initiative by the two largest media groups on both sides, calling for peace in the face of intense hostility. This was launched with the most courageous headline in the history of the world’s largest democracy – ‘Love Pakistan’ – on the front page of the world’s most-read English newspaper. The movement became a rallying call and a platform for one of the bravest peace initiatives in the modern world.

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