Peace One Day, an NGO founded by an actor who lobbied the UN to establish a “Peace Day” on September 21st, has worked with McKinsey this year to create a potentially risky and almost passive aggressive campaign proposing peace and a one day “hook up” between Burger King and McDonalds in the form of a “McWhopper”.
— Burger King (@BurgerKing) August 26, 2015
From the Peace One Day welcome page:
In 1999, Jeremy founded Peace One Day, a non-profit organisation, and in 2001 Peace One Day’s efforts were rewarded when the member states of the United Nations unanimously adopted the first ever annual day of global ceasefire and non-violence on 21 September – Peace Day.
Peace One Day’s objective is to institutionalise Peace Day 21 September, making it a day that is self-sustaining, an annual day of global unity, a day of intercultural cooperation on a scale that humanity has never known.
In 2012 Jeremy approached global consultancy firm McKinsey & Company to support Peace One Day in analysing the results of Peace Day that year. This process resulted in a report that found, across the world, approximately 280 million people in 198 countries were aware of Peace Day 2012. For Peace Day 2013, due to activation on the day by every sector of society around the world, McKinsey & Company recorded a 68% increase in the number of those aware of the day – that’s 470 million people. Of that number, approximately 1-2% (4-8 million) behaved more peacefully in their own lives as a result, improving the world for thousands of others.
In 2014 the Peace One Day Report supported by McKinsey & Company found that over 1 billion people were exposed to Peace Day messages. Of those exposed, 610 million are now aware of the day, with an estimated 10 million people behaving more peacefully on the day as a result.
This progress has created a solid foundation for taking the message of Peace Day to 3 billion people by 2016. Through our own initiatives and collaborations with various parties, Peace One Day continues to encourage organisations and individuals take specific actions to reduce violence around the theme:Who Will You Make Peace With?
In 2014, due to the generous support of the Howard G. Buffett Foundation, Peace One Day launched a 3-year project in the Democratic Republic of Congo (DRC) and the Great Lakes region of Africa for Peace Day, 21 September. The goal of project is to raise awareness of Peace Day and encourage all sectors of society in the region to stand together in the name of peace on 21 September. We hope to see a significant, measurable reduction in violence in the region on Peace Day by 2016 at the latest.
Key sponsors on this page include:
So, from a McDonalds “peace point of view the Burger King focus appears clear, along with their beverage supplier Coca Cola and without looking too deeply I kind of guess that Unilever brands are more aligned with Burger King than McDonalds.
The website has a lot of information about “impact” with data collated by McKinsey illustrating, but maybe not evidencing, the “impact” that the Peace One Day NGO has had.
On the “NGO” front Peace One Day appears to be UK based and a Ltd company together with an LLP that does not appear to focus on grant giving or other financial support to areas where peace is promoted. The awareness raising NGO appears to be just that, awareness raising – awareness raising for the day and for the brands supporting that day.
Here’s Jeremy raising awareness for Peace Day supporting Burger Kings proposal for a one day “peace burger”.