Passion Statement MUSIC ABOVE FIGHTING DIALOGUE ABOVE JUDGING BREAD ABOVE BOMBS CREATION ABOVE DESTRUCTION PEOPLE CAN DO IT. THAT’S MASTERPEACE.
MasterPeace … • will be the most heart warming global peace project ever • as a result of an intensive East-West cooperation, supported by NGOs, • companies, cities, social entrepreneurs and you. • MasterPeace will develop several attractive peace building projects • including a mesmerizing concert in Cairo on Peace Day 2014 • where artists from the world’s major conflict areas will perform • together • to promote international cooperation, exchange of ideas & social • cohesion • and the reduction of (armed) conflicts. • The concert will be an exclusive reward for people who actively • supported peace building activities in the years before Peace Day • 2014. • Because peace building is a verb.
MasterPeace … best answer to fear and indifference. “The opposite of love is not hate, it's indifference. Because of indifference, one dies before one actually dies.” Eli Wiesel
Why MasterPeace? • Since 2004 growing number of wars • More civilian casualties • More refugees • UN Millennium Development Goals: legs 4 x behind in conflict areas • Source: UNICEF & University of Maryland, 2010 • Rising tensions (countries, regions, beliefs) • Fear for (economical) transformation • Scarcity of natural resources (water, energy, etc.) • Silent majority / indifference / passivity • Need for positive, attractive, modern, action opportunities
MASTERPEACE. CREATING PEACE. TOGETHER. “Peace is a verb.” Hu Ming “Be the change you wish to see.” Mahatma Gandhi
How? We believe in the power of music, art, social media and other forms of personal creativity. It empowers and unites. Brings up positive energy. Gives us the ability to look beyond differences and find similarities instead. “Tell me and I will forget Show me and I may remember Involve me and I will understand” Confucius
ADDING VALUE • Mobilisation of civil society (world citizens: stand up!) • Focus not on conflicts but on possible co-creation • More support & media attention for good peace building • projects and their initiators (wind beneath their wings). • Attractive action opportunities with central role for art, music, • sports, (new, social) media. • More public support for reduction of (armed) conflicts & • nuclear arms • Building new coalitions: NGOs, activists, marketeers, • companies, media, government. • Making the International Day of Peace (21st of September) • more known, more loved. • Social sustainability (togetherness)
Our MasterPeace • MasterPeace Concert • MasterPeace Documentary Project • MasterPeace Peace Village • MasterPeace Art Project • MasterPeace Community Masterpeace • MasterPeace Educational Program
MasterPeace Concert • International Day of Peace 21 September 2014 • Most heart warming concert ever at the feet of the Gizeh pyramids in Egypt. • Number 1 artists of 14 countries/areas of conflict or rising tension/focus areas. • Performing together in pairs. • Global broadcasting. • NO TICKETS FOR SALE • Do you want an invitation? Join! • Do you want this to happen? Build with us!
MasterPeace Documentary Project • Each duo supported by older generation top musicians • On stage & in studios 1 week upfront => • 28 stories of truth, dare, fear, perception, doubts, chances • Effects: • Global broadcasting of MasterPeace documentaries • Reaching 2 billion people (incl. MasterPeace Concert) • Worldwide (aim: also within focus areas) • Using the artists Power of Speech, involving the 14 very best • documentary filmmakers • Exchange of ideas • Reinvigorate hope & contact • MINDS ARE LIKE PARACHUTES, THEY WORK BETTER IF THEY ARE OPEN
MasterPeace Peace Village • In September 2014, Cairo, the largest city of Africa, will • feature: • 1 week of international peace building in the • spotlights • Talk shows, seminars, debates • Catwalks, shows, RTV, exhibitions • Mayors for Peace Congress • Lectures, statements, world leaders • International Launch of tested MasterPeace concepts • for communities and schools (start roll out)
MasterPeace Art Project • Artists from 14 countries/ focus areas • Create MasterPeace Art Projects together • Fashion, design, sculpture, poetry, photography etc • Utrecht, Jerusalem, Peace Boat • Travelling exhibition => Peace Village • Positive media footage • Reinvigorate hope and contact
MasterPeace Community Masterpeace • Supporting local peace building/social cohesion projects • Creative impulse with master classes (music, sports a.o.), • media attention • Incentive for neighbourhood: small MasterPeace party • (“Let’s Colour”) community paintings • Incentive for bridge builders: invitation for MasterPeace • concert • 3 Years of testing => Peace Village => International Roll Out by Mayors for Peace a.o.
MasterPeace Educational Program • Empowerment • Mediation • ‘Creating MasterPeaces’ • Social entrepreneurship & fundraising • MASTERS of PEACE
International Launch => 2014 • International Day of Peace 21 September 2011 => 2014 • 3 years of increased campaigning • 3 years of increased media attention • 3 years of increased involvement civil society • 3 years of increased support for peace building • Global & local • Innovative & Creative • Inspiring & Inviting • Learning & Doing
2015 => 2020 • Brand and movement supported by millions • Measurable results • Working towards new apotheosis by 2020
Your MasterPeace MasterPeace. ‘Just do it’ campaign for peace.
Your MasterPeace • Endorse it • Support it • Create it • Build it • Get empowered • Travel to MasterPeace • Be MasterPeace • & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT
Your MasterPeace • ENDORSE IT • The MasterPeace Statement • “World peace starts with me …” • Building database for future involvement • SUPPORT IT • Peace building projects need your involvement • Projects of the week in spot lights on our website • Volunteer with your energy or expertise • Donate • & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT
Your MasterPeace • CREATE IT • Develop your own ad/film/banner/poster/initiative: social entrepreneurship on MasterPeace 2.0 platform • To support (Master)Peace • & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT • BUILD IT • Become co-owner, civil society made it happen / bottom up • 2014 for 2014 (aiming to involve 4500 schools, universities, sport clubs, hotels, restaurants, companies a.o. to raise 2014 Euro to make the MasterPeace 2014 dream come true) • & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT
Your MasterPeace • GET EMPOWERED • MasterPeace Educational Program • Full involvement = 20 weeks and personal ‘MasterPeaces’ • & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT • TRAVEL TO MASTERPEACE • The Alchemist of Paulo Coelho comes alive • Pilgrimage for peace (travellers, sportsmen, readers/fans) • Eye catching (local media, documentaries, blogs) • Green (as little CO2 emission as possible) • New friendships in Middle East & EARN YOUR INVITATION FOR THE MASTERPEACE CONCERT
Your MasterPeace • BE MASTERPEACE • Start a MasterPeace Club in your country/region/city • Organise local Peace Day events • Join ‘2014 for 2014’ • Develop local campaigning (to generate traffic to the website) • Support existing local peace building projects • Develop MasterPeace Community Masterpeace locally • Develop a local MasterPeace Art Project • Involve schools for the MasterPeace Educational Program & EARN AN INVITATION FOR THE MASTERPEACE CONCERT
Measurable results • 2 billion people reached (increased media attention for & knowledge of ongoing conflicts) • 50 million web visitors • 20 million people involved (low level) • 200.000 new volunteers/supporters for peace-building projects (in depth) • 4500 ‘2104 projects’/450.000 people involved actively • 20 cities/50 neighbourhoods involved in testing MasterPeace • Community Masterpeace
Measurable results • 100 schools/universities & 100.000 students involved in testing MasterPeace Educational Program • An nationwide average of 50% familiarity with International Day • of Peace by 2015. • 10.000 travellers towards MasterPeace Concert (reaching • millions with blogs, documentaries, media) • 180 MasterPeace Clubs in 30 countries
Organisation MASTERPEACE LEADERSHIP Founder Ilco van der Linde & Managing Director Mohamed Helmy => West – East Cooperation
Organisation • EXPERIENCE • ‘Bevrijdingspopfestivals’ – largest yearly thematic event in Europe celebrating diversity, human rights, the end of 2nd World War; one million visitors yearly (Ilco van der Linde was founder/project leader) • Dance4life – 400.000 agents of change in 30 countries pushing back HIV/Aids & breaking taboos by talking, learning, dancing, involving media (Ilco van der Linde was co-founder, International CEO; Mohamed Helmy project leader Egypt) • Successful companies on experience marketing, CSR, city marketing, events (Ilco van der Linde) and engineering, including ICT-project for UNAIDS (Mohamed Helmy)
Organisation • Central Office in Cairo (Egypt) • EU team in Utrecht (The Netherlands) • MasterPeace Clubs in several countries • Board • Board of advisors • Founding Partners • Triodos Foundation (New York Times, 2009: ‘ most sustainable bank of • the world’) • IKV Pax Christi/Pax Christi International • Peace Treaty Utrecht • International Consultancy Company &Samhoud (European Business • Award 2010: ‘best employer of EU’) • tbc: Akzo Nobel / Deluxe, KLM, Dutch government, Sekem Group, • Cordaid, Corio NV, Mayors for Peace (Japan) a.o.
Organisation • Collaborative Partners • Global Partnership for Prevention of Armed Conflicts (GPPAC) • European Centre for Conflict Prevention (ECCP) • United Civilians for Peace (UCP) • Alliance for University of Peace (Costa Rica) • UNOY Young Peacebuilders • UN Volunteers • War Trauma Foundation a.o. • Media Partners (VJ Movement, ID&T, Cairo Marketing Summit • Partners, a.o.) • Business Partners (KPMG, Trendbox Marketing Research a.o.) • Educational Partners
Organisation • Branding Team • Campaigning Team • Cairo Marketing Summit Team • Funding Team • Crowd Sourcing Team (‘2014 for 2014’) • Program/Artists Team • Educational Team • Other circles of delivery