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Search for Common Ground - Media for Peacebuilding

Global (30+ countries), Africa, Middle East, Asia

The world's largest peacebuilding organization using media and communications to prevent violent extremism. Since 1982, SFCG has used TV dramas, radio soap operas, and digital campaigns to transform conflict across 30+ countries. Signature programs include Studio Ijambo (Burundi, credited with helping avert genocide through Hutu-Tutsi dialogue) and The Team (soccer drama series promoting peace). Their 'Common Ground Approach' builds bridges across divides through collaborative storytelling and community-led counternarratives to extremism.

Behavior Goal

Transform attitudes from adversarial to cooperative approaches; reduce support for violent extremism through media engagement and dialogue

Implementers & Partners

  • Search for Common Ground

Donors & Sponsors

  • USAID
  • European Union
  • UK FCDO
  • Various foundations

Key Takeaways

  • 1Media soap operas and dramas can reach millions with peace messaging
  • 2Local staff (90% in-country) ensures culturally appropriate programming
  • 3Studio Ijambo's model of joint Hutu-Tutsi production teams created trusted content
  • 4Youth engagement central to preventing recruitment into violent groups

Sources

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