Jammu and Kashmir Tourism wanted to change the negative perception of the Kashmir valley, propagated to a large extent by bad press that the valley has got in the last three decades. And they wanted to talk to the very people who had created the negative image of Kashmir, the press.

We created the ReNews Kashmir project, that asked volunteers to send us press clippings of negative news in the valley. We then converted those clippings in a paper mash from which we created art Kashmir is known for, Papier-Mache Boxes.

These boxes were then sent to journalists, editors and reporters across the country with a message that underlines the beauty of Kashmir and how the box in their hands was created from bad press. By turning bad news into something beautiful, we encouraged the press to change the way they looked at Kashmir.

The initiative led to an increase in positive press for the valley and even generated stories based on the activity itself.

We created the ReNews Kashmir Project - An initiative that took news clippings about the violence in Kashmir and used them as the raw material for beautiful Papier - Mache objects.

We got thousands of clippings from volunteers that were turned into hundreds of boxes and then sent to journalists with a message that talked about the beauty of Kashmir and asked them to rethink the way they looked at the valley.

The initiative was a success with a perceivable change in the way Kashmir was being reported about in all major dailies, TV and radio. Journalists wrote about the effort and through the conversations in their community it is clear that our little effort against decades of strife has not gone unnoticed and is helping to make a beginning.