We hid imagery of world peace leaders such as Gandhi, John Paul II and Mandela (in the style of ASCII art) within chunks of text full of words of violence and posted them to Facebook. The search functionality built within most web browsers helps users find specific text within the page they're browsing and the results are shown by highlighting the occurrences of the search query. This would become the "reveal" of the real image hidden behind the violence message.

Without any media investment, many people found peace amidst so much violence in the digital world.

- As many as 500,233 people visited our fan page on the International Day of Peace.

- Increased fans by 25%.

- 2.5 million earned media impressions.

- Around 35 worldwide press articles referred to the initiative, which is a lot considering it's a Facebook post. Valued exposure of $50,000.