AmnQalaab is an all-inclusive and unique advocacy, community engagement, training & capacity enhancement campaign targeting youth at universities, religious seminaries and clerics, political, media and social media leaders. Through intelligent socio-political communication, innovative set of activities; and by engaging prominent social voices, it evolves an indigenous model building community resilience against violent extremism and provides a counter-narrative to the youth and society at large. The project runs a comprehensive social and media (social/print/electronic) campaign by engaging at least 60 established CSOs, 100 social leaders (women, youth, minority), 10 celebrities, 10 political leaders, 10 prominent religious scholars, 8 religious seminaries, and 12 universities.


Project Activities


A- Peace Camps (PCs):

20 in total, Peace Camp is 1-day thematic advocacy, training and capacity enhancement activity at universities/academic institutes and Madaris (religious seminaries) on Peace Development and Countering Violent Extremism (CVE). Each PC is undertaking 100-150 students and conducting awareness raising and training sessions on the adversaries of hatred and extremism, need and utility of narratives of Peace, CAN, CVE and community resilience etc.

Amnbassadors – The Ambassadors of Amn (Peace) are the campus, representatives, individuals from CSOs and ‘multipliers’ of project. Each campus has two Amnbassadors, one male and one female whose capacity is enhanced as to act as first responders to the incidences of violence and extremism. Amnbassadors constantly remain in touch with team SFEA. Peace Corners – Peace Corners are the designated spaces in each University/seminary that have ‘peace literature’, publications of project and essentially the corners for dialogue and discussion. The Amnbassadors are encouraged to hold their weekly/monthly meetings at the Peace Corners. Peace Incubator – Peace Incubator are two corners at SFEA’s office where individuals from Peace Camps or in general come and receive more coaching or information on the subject of Peace, CVE and CAN . Peace incubator has literature on peace and CVE, including subscriptions of the magazines, research journals on peace.



B- Guru Talks:

Guru Talks are monthly advocacy, critical thinking, storytelling, training and motivational session in project districts lead by Syed Bilal Qutab and/or Dr. Raghib Naeemi inviting youth, activists, local communities, stakeholders of AMNQALAAB and general audience on the subject of Peace and the challenges to peace development including violent extremism, religious intolerance, sectarianism etc. An important segment of such talks are to invite the students of Madrassah and Universities at one common platform for peace and to bridge the gap between them. Guru talks are based on cultural/folk/spiritual and contemporary stories/talks/discussions that provide existing peace activists a chance to learn and connect with mentors and help prevent general masses from falling prey to extremist falsehoods. GTs are video recorded and available on the project website, social media and YouTube channel for larger audience.



C- Partner in Peace - Peace Pacts with 60 CSOs:

Peace Pacts are, MoU signing activity between SFEA and Civil Society Organizations (CSOs) from all across Pakistan. SFEA’s aim of signing these Peace-Pacts with CSOs is to share the mandate of the project and to make sure that the organizations are including CVE and peace building as a cross cutting theme for all existing and future projects.



D- Salamti Fellowship Program – Preparing the Master Trainers, Peace Advocates:

Salamati Fellowship Program or Pak-Peace Fellows: SFP is an extensive 1-week residential fellowship program for the peace seekers aged between 18-30 years of age from all across Pakistan, hosting at Islamabad. Fellows can but not limited to alumni of Peace Camps, Amnbassadors, social leaders or who show exceptional interest in the project and are willing to work as Master Trainers in the long run to promote mandate of the project. They are also actively engaged in project activities in respective districts. Fellows undergo 40 days extensive online Self-Peace Development Course through peace journal available at the website that is eligible for the fellowship.



E- Mukalma Series (Technical Oversight Committee):

Mukalma Series are dialogue and brainstorming sessions with Peace Experts. This technical oversight committee gives their expert opinion on the quality of project activities, ideas on emergency responses.



F- Academia for Peace:

The project team along with the subject specialists are reaching out to 30 vice chancellors, HODs from public and private universities to take them on board as peace advocates. These meetings are to asses, measure and encourage the critical thinking environment in the universities and role of HODs, VCs and university administrations in countering extremism and violent extremism both at academic institutions and otherwise. The discussions/interviews and recommendations are video recorded and available on the social media pages and website of the project for larger audience and advocacy.



G- Media for Peace Summits(MPSs):

MPSs are 1-day Regional Media Peace Summits in provincial capitals. These events ideally occur at Press Clubs inviting regional media leaders, journalists, reporters, representatives from elected journalist unions including Pakistan Federal Union of Journalists (PFUJ). The summits sensitize media about reporting on conflict and how to discourage narratives of hatred, extremism and bigotry while reporting. MPSs are vital in spreading the mandate of the project via press releases, press conferences and other media coverage.



H-National Peace Summit:

National Peace Summit is inviting all stakeholders including selected participants of Peace Camps, FGDs, Peace Pacts, Guru Talks, regional youth leaders, minority groups, religious clerics, members of teachers’ associations and media leaders. In addition to project stakeholders, the national summit is inviting, federal ministers, and officials from ministry of religious affairs, Interior, VCs, HODs and NACTA officials. The agenda of summit is to multiply the impact of the project, share learnings and inviting all stakeholders at one common platform and influence the policy making in project’s favor AND to build a strong network of project alumni who are instrumental and agents of change throughout.



I- Effective Media Advocacy Campaign:

i- TV Media: TV Media is selectively used for the promotion of the project. AMNQALAAB is focusing morning shows by sending its team members/experts who introduce AMNQALAAB to a larger audience. Strong and positive coverage of Peace Camps and Peace Summits etc. multiply the impacts.

ii- Radio Media: “Together for Peace” is a dedicated program that is fortnightly on-aired from FM100. The program focuses on CVE, CAN, positive narratives inviting subject specialists, activists, women leaders, minority groups and project team. Public Service announcements (PSAs) are on-aired throughout the week before and after the program so that more audience can benefitted from the program themes.

iii- Print Media: 54 in number, selective articles, letters to editors, blogs and media reports/press releases on peace, CVE, success stories of the project are published in one English and one Urdu Newspaper on regular basis throughout project life. This component also engage young and influential bloggers with good social media presence to write for AMNQALAAB.

iv- Video Logs(V-Logs)/ Social Experiments: V-logs are small video messages/interviews/documentaries (3-5 minutes each) in favor of peace building, community resilience, capacity building, CVE, peace narratives etc. shared via social media and official website.

v- Social Media Campaign: SMC compliments project activities during the entire project. V-Logs, graphics and animations are largely shared on AMNQALAAB and SFEA official pages and others including that of 60 CSOs/NGOs signing MoUs with AmnQalaab and on the pages of Amnbassadors. An active social media is the backbone of the whole project.