The creative strategic solution is to communicate the Net as a network of people. Every Internet user can give a contribution for the peace in the world, that’s why everyone should join the cause. The first event, that was hosted by Shrin Ebadi, launched the website with a dramatic countdown. Many newspapers and magazines write about Internet for Peace. The print ad campaign contributed to drive people to the site, as well as the banner campaign, the Facebook’s fan page, the YouTube channel and the editorial section dedicated on the MSN portal. The opportunity to create user-generated contents and upload them on the YouTube channel to win an appearance on MTV and a page dedicated on Wired magazine involved people on the project and maximised the word of mouth. On the website, people could join the project with a signature and spread the message all over the world.

Internet for Peace gained the support of really important opinion leaders like Nicholas Negroponte, Chris Anderson, Giorgio Armani, Shrin Ebadi, Umberto Veronesi and relevant endorsers such as Google, Microsoft, YouTube, Citroën, Fastweb, Current TV. We also obtained 160 signatures of Italian parliament members. The President of the Italian Chamber of Deputies read publicly a part of the project’s manifesto during “Internet is Freedom”, the event that hosted the web guru Lawrence Lessig. The project obtained the attention of important newspapers and Italian magazines, like Corriere della Sera. The website internetforpeace.org has thousands of users who joined the cause.