Dear CCOPP Core Members,


As indicated in the minutes of the meeting of July 15, I am pleased to submit (below) a first draft of a CCOPP Marketing Strategy for your consideration and discussion.  Our challenge is to develop the best possible strategy to “sell peace” (in simple terms), to advance a Culture of Peace and Non-violence, at home and abroad.  Your suggestions to improve the document will be appreciated.

I trust that this document will help as we activate our Action Planning Group and prepare for a September or October meeting.


Bob Stewart
email stewartr[at]


"The world is dangerous not because of those who do harm, but because of those who look at it without doing anything." - Albert Einstein

WHAT FUTURE WILL YOU CREATE? - The Canadian Peace Initiative (“CPI”) is a process to simply provide the venues, support and guidance to ‘Open Space to Open Minds to Peace’.  The  CPI process is open, transparent, patient and committed, drawing people from all walks of life, freeing them from their stasis and mobilizing them.  All members of the Culture of Peace movement have to be leaders in their own right, drawing on their own potential and inner strengths, galvanizing, inspiring and energizing the peace movement.  Everyone is a peace leader and peace educator.  Every day we must take ownership of ourselves and our relationships: we can do anything we set our minds and hearts to; we do no harm, expect and demand no harm be done to us or others; no one is better than another;  we are critical thinkers, finding our own truths; education is our best investment and information our most important resource.   Building a healthy culture is about building healthy relationships – we can do that.   As we take ownership of peace others will follow – because it will be uplifting and empowering, it will be infectious, and lead to sudden, massive, cultural change.                                 (As in all things peaceful, this enlightening statement is the result of many contributors and supporters.  The CPI process has led to the Canadian Culture of Peace Program . )  

Making an Impact: Your gift to the Canadian Peace Education Foundation will do much to reduce the human cost of violence in our communities and world through education about peace and the future in classrooms.  Your gift will have a critical impact on future generations.  You will enable youngsters to widen their sights by exploring alternate paths to transforming conflicts and building a better world.  Gifts of cash, securities, and planned gifts are welcome and may be sent to the Canadian Peace Education Foundation, Box 70 , Okotoks , AB , Canada , T1S 1A4.  For more information, visit the website at




“Since wars (and violence) begin in the minds of men, it is in the minds of men that the defences of peace must be constructed.”  UNESCO motto

"We need to adopt the mindset of most professional futurists and become systemic optimists - those who believe that life can get better, but only if we fundamentally alter the way we think and do things.  We need to embrace whole-system change." 



Canadian Culture of Peace Program (“CCOPP”) Members believe that the transformation of the world from a culture of war and violence to a Culture of Peace and Nonviolence is inevitable, the process will involve everyone, and will take many paths.  This proposal is submitted within the spirit of the ‘CCOPP Protocol To Guide Our Conversations And Relationships’ at .

The CCOPP Marketing Strategy purpose is to respond to three questions regularly asked of peace people by people in all walks of life:

What do we want and need?

Is peace possible?

What can I do?


What Do We Want/Need?

“Maslow's hierarchy of needs is often depicted as a pyramid consisting of five levels: the four lower levels are grouped together as deficiency needs, while the top level is termed being needs. While our deficiency needs must be met, our being needs are continually shaping our behaviour. The basic concept is that the higher needs in this hierarchy only come into focus once all the needs that are lower down in the pyramid are mainly or entirely satisfied. Growth forces create upward movement in the hierarchy, whereas regressive forces push prepotent needs further down the hierarchy.” [Note 1]

Diagram of Maslow's hierarchy of needs.

“Physiological and Safety needs are primary for everyone.  We need to physically survive, avoiding pain of all sorts.  We need the security of a safe home, family and community.  Many in our society cry out for law and order because they do not feel safe enough to go for a walk in their neighborhood.  In addition, safety needs sometimes motivate people to be religious. Religions comfort us with the promise of a safe secure place after we die and leave the insecurity of this world.  Then, we need to feel loved (non-sexual) by others, to be accepted by others.  Humans have a desire to belong to groups: clubs, work groups, religious groups, family, gangs, etc.

There are two types of esteem needs. First is self-esteem which results from competence or mastery of a task. Second, there's the attention and recognition that comes from others. This is similar to the belongingness level, however, wanting admiration has to do with the need for power.  People who have all of their lower needs satisfied, often drive very expensive cars because doing so raises their level of esteem. "Hey, look what I can afford-peon!"  The need for self-actualization is "the desire to become more and more what one is, to become everything that one is capable of becoming." People who have everything can maximize their potential. They can seek knowledge, peace, esthetic experiences, self-fulfillment, oneness with God, etc. It is usually middle-class to upper-class students who take up environmental causes, join the Peace Corps, go off to a monastery, etc.” "

There is no reason that everyone can not experience growing satisfaction of their physiological, safety, love/belonging, esteem and actualization needs (in fact, to advance a Culture of Peace and as part of our CCOPP goals, we need and society needs to grow or mature from satisfying deficit needs to satisfying being needs).  Currently, even in a ‘rich’ country like Canada , too many people feel fear, disconnection, disenfranchisement, and lack esteem and actualization.  The path from the current needs deficit is three-fold:  

  1. through information knowledge (education),
  2. through social intelligence, contacts and networks,
  3. through purposeful and shared action

Power is central to needs and wants.  Abuses of power and greed by unscrupulous leaders drive wars and violence.  For example: the United States have plans for the invasion of Canada should it be judged to be in their national interest; President George Bush and Prime Minister Tony Blair lied about the reasons for invading Iraq; the military/industrial/congressional congress misappropriates billions of taxpayer dollars, robbing citizens’ education, health and welfare programs; political leaders use fear to control the public, and starve peace initiatives of resources.  In other words, those in power feel they have a vested interest in the status quo (to satisfy their selfish power needs).  But for the majority the status quo is not good enough, it puts us and our families at risk, the suffering of others weighs on our conscience, and we do not have to take it any longer.  A more Civil Society is within reach.

Citizen Empowerment is central to building a Culture of Peace.  Citizens can take back power by working for it through the above three step process.  Knowledge is power.  The new currencies are information resources and social intelligence and contacts (networks).


Is Peace Possible?

This is an important question because people need to be able to visualize success, and to ‘know’ that any program is ‘worth the cost’.

Peace and violence are measurable, manageable and relative.  CCOPP Members view it that we live in a ‘continuum’:





                                                 a                    !

                                                 d                    !

                  I                              a                    !                                                      I


         Culture of                                                                               Culture of
        War & Violence                                                                Peace & Non-violence

     (high incidence of                                                               (low incidence of
direct & indirect violence)                                                    direct & indirect violence)  

The best test is: “what is the effect on the least privileged in society?”   Our CCOPP assessment is that our Canadian Culture is still more predominantly one of violence than peace (or stated more directly, “In Canada, we live in a culture of violence”).  In any case, evidence points to the fact that we are significantly underachieving our potential, and far too many Canadians (and others) are suffering harm (including death) unnecessarily.  All the reader has to do is look at some recent news headlines.  Canadians know that women and children must fear for their safety far too often.

Studies [Note 8] show financial costs of violence against women in Canada are estimated to be in excess of $4 billion annually (add men and the cost may well exceed $8 billion).  According to one recent international study, spending $1 on prevention can result in savings of $4.1 to the international community (with a range of 1.2 to 7.1; see Malcolm Chalmers, 2004, Spending to Save?  An Analysis of the Cost Effectiveness of Conflict Prevention versus Intervention after the Onset of Violent Conflict, available at ).  75% of Canadians feel they have some personal responsibility for helping to reduce violence, and feel it should be a priority of the federal government.  In Environics Research Group’s 2004 survey of Canadian values, nearly 1/3 of Canadians said that Canada ’s peacekeeping and peacefulness is our greatest contribution to the world with humanitarian aid, at 14%, coming in second.

Success entails significantly reducing the human cost of direct and indirect violence.  There is a high degree of correlation of social intelligence with improving relationships and violence prevention.  An investment of time, effort and/or money will provide superior rates of return to individual Canadians through meeting physiological needs, improved physical safety, increased love/belonging, increased esteem and actualization.  There is a high degree of correlation of social intelligence with success at school, work and home.  Furthermore, businesses are more successful in more stable, social environment – governments also.

Peace is possible, it is the most worthwhile cause and investment of our time, effort and money, and we should do something about it.    [Note 2]

What Can I Do?

Everyone is a potential peace builder, peace educator and peace leader.  It is not fair or possible for one, or a small number of people, to be the leader(s) – accordingly, everyone is expected to share in the leadership, education and building.  This is the ultimate in democratic participation and empowerment.  We are all guides towards a better world for future generations. 

The Symbol chosen to represent the Canadian Culture of Peace Program and CCOPP Members is in the form of an 'Inukshuk'.  For millennia, massive stone figures built in the image of a human have stood silhouetted on the treeless Arctic horizons.  Created by Inuit people, these Inukshuks serve as guides to point out a journey or a safe passage.  The Canadian Culture of Peace Program believes this is a fitting Canadian symbol of the journey to safe and caring communities and world.  It is also symbolic of our humble and durable role as ‘Servant Leaders’.

Your mission, if you decide to accept it, is to join us in helping others:

-          build their peace information and knowledge,

-          build social intelligence and contacts (networks),

-          build purposeful action,

-          accelerate the transformation to a Culture of Peace and Non-violence.

In the process, you will learn by doing.  That is the essence of peace education and servant leadership.

Your decision to act along with us will be motivated, among other things, by:

-          dissatisfaction with the status quo (“we are much better than this” and “we can do better”; “I am tired of this and I am not going to take it any more”)

-          a conscience that no longer allows us to sit idly by while others suffer needlessly

-          wanting to do something

o       to not be a victim of direct or indirect violence for yourself, your family, your community, your country,

o       building your own social intelligence and contacts (networks),

o       to live on purpose (as in ‘meaning of life’; “I am much better than this” and “I can do better”)

-          exercising your own power (self-empowerment; self-reflection)

-          desire to be part of something bigger than just oneself, and succeed in the process

-          desire to hold our leaders (and others) to account (asking “are you doing your utmost?”)

In the process, you will turn on and increase your power.  [Note 3] 

It takes commitment to get “off our duffs” and act.  Our target audiences are:

-          those that seek peace, violence prevention and building a better world for future generations (it makes sense that peace educators/leaders/builders need the most peace education and social intelligence),

-          community leaders (in government, business, education, media, religion, etc.) – those that have a sworn duty to build a better community,

-          those that will readily embrace the values of the Culture of Peace Program,

-          everyone else in due course (CCOPP is inclusive).

Those that will readily embrace the benefits of the Culture of Peace Program will be quick to join.  Some may not join in until they have a direct experience with violence, or until we have reached a ‘tipping point’ where it becomes fashionable to join in (eg. when recognizable leaders are talking about it).  Others may never join in – they will be the biggest losers, by not sharing the benefits of our work.

We will be developing a “Tool Kit” to help Members.  In the meantime, a wealth of information is available on the following web sites:
• the Canadian Centres for Teaching Peace, the virtual peace education centre in Canada (see ),

• the Canadian Culture of Peace Program (see ),

• the Canadian Peace Education Foundation (see ).
As Carl Rogers said, “The only learning which significantly influences behaviour is self-directed, self-appropriated learning.”

Practice your social intelligence – spend at least one hour per week catching people doing something positive for peace, reinforcing that behaviour with a sincere “Thank You”.  In the process, you will improve your social intelligence.

To keep people involved, we will have the community that will keep them interested and supported (i.e. local peace groups that serve as a magnet, positive reinforcement and support structure) – a Socially Intelligent Network.  [Note 4]

Branding the Peace Profession: A Highly Strategic Initiative

The CCOPP Marketing Strategy needs to go a step further – “Branding the Peace Profession”.  Branding means more than advertising – it is much larger, deeper and more encompassing in scope.  Effectively establishing, positioning and promoting the Peace Profession brand would contribute to achieving all of the objectives identified in the CCOPP mission, vision and action plans.  In particular, it would help communicate the core values of CCOPP and strengthen our identity, inside and outside the profession.  It will also help enhance our influence by creating a consistent, integrated and powerful picture of the profession and the value it delivers to Canadians.  Finally, a strong CCOPP brand would provide a solid and coherent basis for promotional efforts to Members, students, government, other institutions, the public and other key stakeholders.

Through the branding initiative, our goal is to achieve instant recognition for our CCOPP brand – recognition for what the brand stands for; for what it means to be a Peace Professional; for what you get when you engage a Peace Professional; for the type of person a Peace Professional is and the values he or she adheres to; and for the attributes and personality traits you can generally expect to find in a Peace Professional.  The CCOPP brand should encompass and convey all this to the stakeholders significant to building a Culture of Peace and to its Members, in whatever context they work.  Together, Peace Professionals must live the brand and deliver the promise for it to be effective.

The branding exercise for CCOPP must address the following questions:

This is the essence of the brand and it must be relevant and inspirational. It needs to be explained, communicated and nurtured. And, eventually, it needs to be enhanced or changed to represent what Peace Professionals are today and what they will become tomorrow.

To do this, all CCOPP Members will have to seize every opportunity to share the meaning of the brand and build the brand and its culture. The meaning of the brand must be unifying — it is a rallying point, used to build consensus. The meaning and essence of a brand builds synergy and precedes any presentation of a visual solution. It becomes integrated in the culture of the profession and constitutes a source of motivation for members.

A brand is a dynamic concept. At its heart is a vision, with goals and a strong belief in its meaning and essence. A brand also carries values and is characterized by a set of attributes and an underlying personality. For key stakeholders, the CCOPP brand is a promise and a value proposition. On the surface, it has an identity that everyone can recognize (e.g. a logo, such as the Inukshuk), but underneath its strength stems from a core culture that supports the brand. In our case, this is the members’ connection to the brand and their daily contribution to it through their work, practice, teaching and community involvement.


The brand strategy will be the central unifying thrust and idea around which decisions, actions and communications are aligned in a long-term perspective to strengthen and promote the CCOPP brand.  Brand strategy should be built on:

Brand strategy should impact and influence members; students; business; government; the general public; and institutions and staff.  The imperatives of such a strategy are the following:

The success factors that the CCOPP brand will have to meet to increase its value and strength are:

With this background, it is proposed that the Canadian Culture of Peace Program brand be ‘unveiled’ as follows:


It is believed that these two words succinctly and clearly capture the essence of the purpose of peace education and the Culture of Peace Program, as promulgated by the United Nations when adopted by the Canadian and a vast majority of other governments around the world.  Social Intelligence by its nature works to change behaviours, forge values and incite institutional transformations from the current culture of war and violence to a Culture of Peace and Non-violence.

Social Intelligence is readily understandable, acceptable and supportable by most Canadians (although we will still have to define, explain and raise awareness; refer to additional readings below).  Social Intelligence does not carry the ‘baggage’ often associated with ‘peace’.  Nevertheless, Social Intelligence is at the heart of building peace, preventing violence and creating a better world for future generations. 

We are on the verge of professionalizing peace.  Embracing Social Intelligence as our CCOPP brand will help us be mindful to walk the talk, and gain recruits, resources and results in the process.  [Notes 6 and 7, particularly Karl Albrecht's book "Social Intelligence"]

This is a living, breathing, evolving, organic document.  Feedback is invited to info[at]  

Further Reading:

Note 1 – Excerpted from's_hierarchy_of_needs .  See other Maslow's Hierarchy of Needs articles: ; ; ;'s_hierarchy_of_needs ;

Note 2 – Citizen sharing in the leadership of their community and country is not new.  Pericles said: “We do not allow absorption in our own affairs to interfere with participation in the city’s; we yield to none in independence of spirit and complete self-reliance, but we regard him who holds aloof from public affairs as useless.”  And the Greeks had a word for the “useless” man, a “private” citizen, idiotes, from which the English word “idiot” comes.

Note 3 – The CCOPP and its Members are pledged to live the values set out in Manifesto 2000 (ref. ) and explained at

Note 4 - A Socially Intelligent Network is described at , and

Note 5 – To learn more about “Servant Leadership” reference the summary at , and the output of the Leadership and Peace Workshop at

Note 6 - The section on Branding was tailored to CCOPP from the article “Branding the CA Profession”.

Note 7  - See the following articles on Social Intelligence:

Social Intelligence: The New Science of Success; Beyond IQ, Beyond EI, Applying Multiple Intelligence Theory to Human Interaction, by Karl Albrecht .  Format: Hardcover, 280pp.  ISBN: 0787979384.  October 2005.  Jossey-Bass.  When I developed the Draft Canadian Culture of Peace Program Marketing Strategy (ref. ) , I suggested we use the concept of Social Intelligence (i.e. raising Social Intelligence/Social Development) as a path to Peace Education and a Culture of Peace – that it is more readily acceptable/ understandable by the general population.  This book explains it much better than I, including the “How To”, hence I strongly recommend it. Karl Albrecht defines social intelligence (SI) as the ability to get along well with others while winning their cooperation. SI is a combination of sensitivity to the needs and interests of others, sometimes called your “ social radar, ” an attitude of generosity and consideration, and a set of practical skills for interacting successfully with people in any setting. "Social Intelligence provides a highly accessible and comprehensive model for describing, assessing, and developing social intelligence at a personal level. This book is filled with intriguing concepts, enlightening examples, stories, cases, situational strategies, and a self-assessment tool – all designed to help you learn to navigate social situations more successfully.  The author takes you on a guided tour of the five dimensions of social intelligence (“S.P.A.C.E.”): 1. Situational Awareness – the ability to read situations and to interpret the behaviors of people in those situations;  2. Presence – Often called ‘bearing’, it’s a whole range of verbal and nonverbal behaviors that define you in the minds of others;  3. Authenticity – the behaviors that cause others to judge you as honest, open, and ‘real’;  4. Clarity – the ability to explain your ideas and articulate your views;  5. Empathy – the ability to ‘connect’ with others.  You can get it (and read a descriptive summary) at Chapters book store online at for $21.43 (which is 33% off the list price right now).  5 star must reading.    Click here to read detailed highlights of the book.

Social Intelligence: A New Definition of Human Intelligence, By Norman D. Livergood 

Social Intelligence, by John F. Kihlstrom, University of California, Berkeley and Nancy Cantor, University of Michigan

Social Intelligence: Power People Skills for Senior Leaders

The Power of Social Intelligence, Professional Management Programs, UNIVERSITY OF CANBERRA, AUSTRALIA

Machiavellian intelligence, From Wikipedia

Towards Social Intelligence in Autonomous Robotics: A Review, by BRIAN R. DUFFY

Social Intelligence: The New Science of Success, by Karl Albrecht.  ISBN: 0-7879-7938-4.  Hardcover 304 pages.  October 2005, Pfeiffer; US $24.95.  According to author Karl Albrecht, More people have lost jobs, friends, marriages and mates because of social incompetence than for all other reasons combined. The simple fact is that people who have a highly developed sense of social intelligence have more friends, better relationships, more successful careers and happier lives than those who lack those skills.  Now you can understand the concept of Social Intelligence and gain insight into how it plays out through interesting examples and situations taken from real life. Going beyond the typical "people skills" discussion, Albrecth presents a mental platform you can explore for yourself, offers a self-assessment, and provides tips and suggestions for Social Intelligence development. Order your copy of this book today and master one of life's key skills.


Note 8 – Costs and prevalence of violence in Canada – We are aware of the following information for Canada :

1) The Health-Related Costs of Violence Against Women in Canada: The Tip of the Iceberg, by Tanis Day, Ph.D., 1995, published by the Centre for Research on Violence Against Women and Children, London, Ontario (email: ) .  This study includes a very detailed appendix on calculating the costs of violence, including medical and dental costs, workplace costs, long-term effects, existing community resources, and provincial/territorial initiatives.   Its estimate of the annual health-related costs of violence against women in Canada was $1,539,650,387.

2) Selected Estimates of the Costs of Violence Against Women, published by the Centre for Research on Violence Against Women and Children. Project Manager Lorraine Greavers, Ph.D., Research Associate Olena Hankivsky, M.A., Research Assistant JoAnn Kingston-Riechers, M.A., 1995.   This paper estimates selected economic costs of three forms of violence against women - sexual assault/rape; woman abuse in intimate partnerships; and incest/child sexual assault - in four policy areas: health/medicine; criminal justice; social services/education; and labour/employment.  Partial estimated annual costs of violence against women in these four policy areas are:
Social services/education $2,368,924,297
Criminal Justice $871,908,583
Labour/employment $576,764,400 and
Health/Medical $408,357,042
For a total selected estimate of $4,225,954,322.

3) Paying for Violence: Some of the Costs of Violence Against Women in B.C. May, 1996, by Richard Kerr and Janice McLean, published by B.C. Ministry of Womens Equality.  Estimated costs of violence against women in British Columbia (Canada) (in millions of dollars):
Policing 47
Corrections 39
Criminal injury compensation 17
Victim assistance programs 3
Counselling for women 5
Aboriginal programs 3
Mental health care (Partial) 18
Alcohol and Drug treatment 7
Income assistance 161
Transition Houses 25
Sexual and Woman Assault Centres 2
Women's loss of work time 54
Children who witness abuse programs 2
Treatment programs for assaultive men 2

4) Costs and Prevalence of Violence in Canada see

There also are references to the cost of violence in "Health Aspects of Violence Against Women: A Canadian Perspective", by Diane Kinnon and Louise Hanvey, published as part of the Women's Health Forum August 8-10, 1996, in Ottawa. It refers to costs identified by the Canadian Panel on Violence Against Women, published in 1993. This paper says the World Bank has estimated that in industrialized countries, sexual assault and domestic violence take away almost one in five healthy years of life of women aged 15 to 44. (United Nations, Violence Against Women, prepared for Fourth World Conference on Women, Beijing, China, September 1995, New York, page 1).


Note 9 – The above CCOPP Marketing Strategy benefited from a previous article “How To Sell Peace” by Robert Stewart December 17, 2004 copied below.  It is not intended for this Note 9 information to be part of the CCOPP Marketing Strategy, but some readers may find that it is useful background reading.

Providing "the greatest marketing challenge in the world" for your consideration. 


This challenge involves:

The challenge: How to mass market or "sell" peace, in a big way?

Brief background:

Although (anecdotally) over 90% of the people of Canada and the world positively embrace peace, virtually no resources (particularly money, but also human resources and information resources) is made available to build peace.  Generally, people lack awareness of peace issues (most do not understand the need to look at the bigger picture), think they can leave it to their governments, and have no idea of what they need to do to contribute to building a better, more peaceful community and world.  The reason no resources are provided for peace education and peacebuilding: the people with power and resources (wealth) have a vested interest in maintaining the status quo - while peacebuilding means changing the current world order.  So there are fears (eg. what will they lose, etc.).

Further, peace has gotten somewhat of a bad reputation in some important circles.  For example, 'peace activist' often has a negative connotation because of some violence that is too often associated with activism; peace is often associated with "pot smoking hippies of the Sixties"; George Bush (and other national, religious, business, etc. leaders like him) is prepared to bomb the hell out of other countries, killing innocent babies ("collateral damage") in the name of peace; many well intentioned peace people in the past have been misdirected; etc.; etc.; etc.  We must reappropriate the word "peace". 

Approximately 8 years ago, I started Canadian Centres for Teaching Peace ("CCTP") to help fill the gap in Information Resources (CCTP is currently a virtual organization, with a network of over 1000 peace educators in Canada and around the world).  This year, we are in the process of getting the Canadian Peace Education Foundation ("CPEF") and the Canadian Culture of Peace Program off the ground.  Fortunately, we have a significant group of peace educators and peace builders who wish to help.

Our needs:

We need,

- to sell peace to the masses, as soon as possible (time is of the essence - "people are dying for this"), through the "converted" (i.e. current peacebuilders and peace educators, and like-minded).  We will also need to have patience, as it is difficult to change minds/attitudes and behaviours, individually and organizationally  (particularly ethically).
- a clear understanding of our "product" - peace (see Appendix 1 below)
- a clear understanding of our key target audiences, what motivates them and how to get them to significantly support peacebuilding and peace education (see Appendix 2 below).  
- a marketing strategy (with a purpose of attracting money, human resources/volunteers, and action to build a Culture of Peace)
- an advertising campaign
- media buy-in
- help with getting the "biggest bang for our bucks"
- other?


Proposed Marketing Strategy:

I believe that we want to sell Canada and Canadians a Canadian Peace Vision.  For example, see .  There is nothing more powerful than to "live on purpose" - at an individual level, family level, community level, national level, world level.  The ability to create the future.  People respond well to "pre-eminence", and smart goals, if we are convincing.  We have the methodology, we just need to do the leg-work. 


We can communicate by email, telephone (when necessary - for example, interviews at the appropriate time), and in-person;  our Peace Education email listserver (110 members) and initiate a dialogue to gain a breadth of input to your project.  CCTP can help with some out-of-pocket expenses (eg. printing of brochures, telephone costs, etc.).  Finally, I suspect there are many knowledgeable people who may be able to provide you with some further background and input based on her experience with what I do.


There is no question about the significant benefits of this project:
- it certainly serves a real and most significant world problem
- peace is the most complex problem (it is termed a "problem of convergence"), and selling peace is accordingly complex
- as a minimum, this project would generate a prototype to attract a major, professional marketing effort
- it will attract money and people to advance peace education in Canada and throughout the world
- it will get significant exposure through our web site and network of peace educators
- it will help reduce the human cost of violence

That is the challenge.  I look forward to meeting and talking further about this. 

Bob Stewart




Peace means many different things to many different people.  There are many paths to peace.  There is peace at the individual level, family level, community level, national level, regional level and world level - each is interconnected.  It is complex.  People need an understanding of peace that they can "take hold of" (versus "fuzziness"), and we can help give fairly clear examples of what peace is not (easier), and what peace is (a little more difficult) below.

We have a significant consensus on the values that underlie a Culture of Peace and Non-violence:

The Canadian Culture of Peace Program mission is to advance a Culture of Peace and Non-violence at home and abroad. (ref. , which embraces the values above).

The Canadian Centres for Teaching Peace mission is to help build a better world for our children, and advance peace in the world   The CCTP Vision is to significantly reduce the human cost of violence (direct and indirect) in our communities and world.  (ref. and ).  This latter definition is more measurable (eg. numbers of wars, deaths, injuries, incidence of violence, costs)

Canada has an opportunity and responsibility to build upon Lester Pearson’s work and make our country a Peace Education Student/Tourist Destination, and a source of skilled Peace Consultants/Professionals/expertise available to serve the world.  (Peace leaders, following the Servant Leadership Model.)  See the Canadian Peace Vision at

What peace is not (intuitively, this is easier to define):

killing (the Bible's Ten Commandments) and hurting
stealing (the Bible's Ten Commandments)

lying (the Bible's Ten Commandments)
coveting (the Bible's Ten Commandments)
power based on force/coercion/belief that violence works/training in realpolitick (Culture of War and Violence characteristics)
enemy images/Intolerance and prejudice against people who are different/Extreme patriotism/Religious Intolerance (suspicion and fear) (Culture of War and Violence characteristics)
Authoritarian governance/Corruption/Obedience to orders from the top down (subservience and fear) (Culture of War and Violence characteristics)
Propaganda/Secrecy/Government control of media/Militaristic language/Censorship (Culture of War and Violence characteristics)
arms poliferation/militarism/preparation for war (Culture of War and Violence characteristics)
disrespect/disregard for human rights (Culture of War and Violence characteristics)
profiting from the exploitation of people and nature within and/or between countries (greed) (Culture of War and Violence characteristics)

male domination and power/Patriarchy (Culture of War and Violence characteristics)
meddling (interference)
community, national, international crime and (social) anarchy
nuclear holocaust and other weapons of mass destruction


What peace is (we need to paint a good picture of what peace looks like at the individual, family, community, national, regional, world levels):

Secular Golden Rule: Do nothing that harms another person, that injures, jeopardizes or even offends.

One has probably learned in kindergarten the fundamentals of foreign policy: Don't cheat.  Don't lie.  Don't steal.  Don't kill.  Don't hate.  Don't seek revenge.  Be responsible.  Treat others with respect.  Seek friends who follow these rules. (ref. How to Achieve World Peace )


saving lives and protecting from harm (human security)




leadership by persuasion and change by convincement/education for a culture of peace and non-violence (Culture of Peace and Non-violence characteristics)

tolerance, solidarity and international understanding (Culture of Peace and Non-violence characteristics)

democratic participation (Culture of Peace and Non-violence characteristics)

free flow of information (Culture of Peace and Non-violence characteristics)

disarmament/defence capability (Culture of Peace and Non-violence characteristics)

respect/human rights and responsibilities (Culture of Peace and Non-violence characteristics)

sustainable development (Culture of Peace and Non-violence characteristics)

equality of women and men (Culture of Peace and Non-violence characteristics)

helping (intervention)



community, national, international law and (social) order

elimination of nuclear weapons and other weapons of mass destruction





Sample list of the potential market and/or customers/clients for a Canadian Peace Institute:

1. Canadian federal government (there are several departments, such as DFAIT, CIDA, foreign diplomats, DND, justice, corrections, health, social services),

2. Foreign governments (e.g.. China 's Ministry of Education is planning a $43 million distance-education project to provide teacher training and degrees in the country's relatively undeveloped western region; there was a ten-year bilateral agreement to educate Indonesian faculty to int'l standards, funded by CIDA)

3. Canadian provincial and municipal governments (teacher education, education systems development, police services, victims services, safe and caring cities, safe and caring schools; responding to real community needs as identified by the community)

4. research institutions,

5. the UN (including many UN agencies, UN Universities, University of Peace/Costa Rica )

6. private research services,

7. businesses (e.g.. international businesses vis international affairs, employee relations, public relations, conflict resolution/ADR)

8. non-government organizations (e.g.. CARE, Red Cross, religions, foreign NGOs; teaching leadership, fund-raising, etc.)

9. individuals (e.g.. target hardening courses, enlightenment seekers)

10. other

[Note - In Canada , we provide education as a basic right, so even if it "lost" money it would be worth doing, and in fact we are obligated to do so. Having said that, I stress to all my non-profit organization clients that unless you establish a sustainable source of funds you will not be independent and will be at the mercy of the funder (you may have heard about the Golden Rule: "he who has the gold makes the rules"). I believe that it is possible to establish a sustainable source of funds for Peacebuilding and a Culture of Peace. I will stress the need to be entrepreneurial in approach, but I will not get into detail - that also is the subject of a longer planning session.}



What market?  We are looking for people to "buy in" to peace, peacebuilding and peace education in a mass way.  Although they may be basically similar, there will probably be a number of different marketing strategies (eg. targeting individuals, families, communities, national, regional, international, businesses, governments, religious organizations, educational institutions, NGOs, etc.).

Employing Culture of Peace and Non-violence characteristics:
leadership by persuasion and change by convincement/education for a culture of peace and non-violence
democratic participation
free flow of information
defence capability
respect/human rights and responsibilities
sustainable development
equality of women and men

Employing other attributes of peace (from above): 
saving lives and protecting from harm (human security)
helping (intervention)
community, national, international law and (social) order

Employing leadership by persuasion and change by convincement:
influence (reference the book 'Influence: Science and Practice' by Robert Cialdini Chapter by chapter topic summary ; and 'Persuasive Technology: Using Computers to Change What We Think and Do' by B.J. Fogg)

I believe that we want to sell Canada and Canadians a Canadian Peace Vision.  See .  The following suggestions are derived from 'THE ONE MINUTE SALES PERSON' ( by Larry Wilson)

1. Live on Purpose

- difference in perspective and priorities
- perspective most important difference between the 20% and the 80% (the 80% don't starve, suffer or lose - but they also don't win; the 20% wish to be fulfilled, to win)
- life is made up of choices
- adding value to the universe
- committed to having their lives make a difference
- take the tombstone test
- help others to get what they want (solve customer problems) 

2. Before - Visualize (Vision)

- the ability to create (the future)
- role play (see their points of view - "the fires")
- see our advantages and the happy ending (how it will solve their problems)
- just do it


3. During - Obstacles to Change

1. No Trust (build relationship - have their interest in mind)

2. No Need (show the difference between now and later - recognize problem)

3. No Help (how my solution can solve and meet his needs - the happy ending)

4. No Hurry (maximize benefits/minimize risks - payoff As Soon As Possible)

- walk in their shoes 

4. After - Show you are there to help

1. Strengthen relationship

2. Credibility

3. Referrals (leveraging) 

5. Self Management - how you get what you want (self interest)

- we become what we think about

- if you don't keep checking your goals, you will go off track


Finally, there are a number of books out now looking at a new Canadian Peace Vision:

'At Home in The World: Canada 's Global Vision for the 21st Century' by Jennifer Welsh

'The Best Country: Why Canada Will Lead the Future' by Satya Das