Armed with insight, it was time for action and a new strategy. The digital Rotary peace component is one of the major milestones under the Peace Project. It was designed to counter hateful messages on social media which are fueling anger and hate, especially as they apply to the conflict in Ethiopia. Our Selamawi (meaning peaceful in Amharic) Project on social media was born https://www.facebook.com/RotarySelamawiProject. Two hundred and forty messages have been transmitted to date, translated into 3 different Ethiopian languages, all exhibiting the characteristics of a “Peaceful”, tolerant, and positive environment. In 3 months, Selamawi has achieved 8,000 net followers and a reach of 446,000 people on social media. Rotary International recognized this project on their official social media accounts by featuring the campaign. A documentary video is currently under production.
