We’ve all been stopped for that “random search” at airports…oh no wait, we haven’t. These “random checks” have in fact been mostly targeting Muslims as fear of terrorist attacks beckoned. And although everyone is for annihilating terrorism, the ubiquity and manner of these procedures have left Muslims feeling subjugated and prejudiced against at airports around the world. The issue intensified to an extent where several people were kicked off planes merely for speaking Arabic, while others were detained in some cases for days at airports. The last nail in the Muslim Traveler’s coffin came in the form of Trump’s recent travel ban targeting 6 Middle Eastern countries.

As a beacon of tolerance, Amnesty International knows that Islam is a loving religion and felt the duty to do something about the status-quo. We set out to shift public opinion of Islam at airports from misconception to understanding, from exclusion to inclusion.

The Skins of Peace were designed as outdoor executions located at travel agency offices. They were beautifully designed passport covers featuring messages of tolerance and peace from the Quran in English.

Right below the design, we featured that same design in A4 size, connected through a perforation so that people could easily tear it on the spot and turn into their new passport cover in 4 simple folds.

Partnering with Facebook, we launched on Amnesty International’s social pages under #SkinsofPeace. This meant a series of content pieces ranging from explaining the situation to promoting the campaign and “how-to” tutorials. All the content drove people to the campaign website to entice downloads. Simultaneously, leather samples of the passport cover designs were sent to influencers to expand our message further.

We collated +700 A4 designs from 83 countries. These were a variety of Arabesque, modern, calligraphy, geometric and illustration styles. Working with world-renowned origami artist Robert Lang, we developed a painfully easy 4-step fold that turns any of them into sturdy passport covers. To generate more buzz and establish relevancy, we launched our campaign on December 18th, International Migrants Day. Over the span of 1 month, we released short format tutorials and posts to drive downloads. Offline, we made the passport covers available at travel agencies, airports and Islamic Centers.