Within a country of 10,000 km², we have over 17 sects. Sectarianism is intertwined in our daily life, and has been for years, officially and in society. The agency took the initiative to create a massive civil awareness campaign for Amam (the Arabic word for 'Forward'), the biggest Civil Society Organization, to fight sectarianism by creating a holistic campaign using traditional media, but more importantly, by using a variety of ambient ideas and a viral communication.

The campaign started with the launch of outdoor and press visuals in the first week of December 2006, followed by a TVC campaign that ran on all the local TV channels in the second week of December. Two different ambient media business cards and cars with special number plates. The press visuals were sent also via mail during the whole month of December 2006 and January 2007; in addition an interactive TVC was sent by naharnet.com to 2500 persons.