Strategic Communication & PR

The “Human Fraternity Messages” Campaign

The Approach
Launched through a special website on February 4 in celebration of the International Day of Human Fraternity and the Zayed Award For Human Fraternity, the #HumanFraternityMessages campaign was activated for a period of 24 hours, allowing millions of people around the world to participate and pledge to abide by the principles of the Document on Human Fraternity for the sake of world peace and coexistence; as well as to respect the belief, culture and freedom of others of all religions, races and nationalities.


The Challenge
Through the “Human Fraternity Messages” campaign, held for just 24 hours on February 4, 2021 as part of the Participation of the Higher Committee of Human Fraternity on The International Day of Human Fraternity, PyraComms sought to ensure widespread promotion to gain the largest global participation and set a new Guinness World Record.


The Result

The Human Fraternity Messages campaign launched by The Higher Committee of Human Fraternity officially entered the Guinness World Records for the Most Pledges Received for a World Peace Campaign in 24 hours.

The hashtag #HumanFraternityMessages trended on social media platforms in many countries.

Many cultural and academic personalities and a large number of celebrities, media and artists participated in the campaign. The content of the messages reflected the participants’ awareness of the importance of the Document on Human Fraternity in achieving peace and stability among different peoples and societies, and the extent of the participants’ commitment to the principles of the Document on Human Fraternity.

  • Client

    The Higher Committee of Human Fraternity