Keep people visible
Tell human stories that resist the reduction of civilians to numbers, factions and passing headlines.
THE WORLD HUMAN PEACE FOUNDATION
Our Message to Humanity
Our goal is to build a worldwide public-awareness campaign for peace against all wars: remembering lives lost, defending human dignity and keeping the protection of civilians in public view.
PEACE AGAINST ALL WARS / WORLDWIDE CAMPAIGN
A global campaign built for professional execution.
The World Human Peace Foundation conceived this initiative and has financed its development to date. After sustained discussions with Berlin-based mc Group (Media Consulta International Holding AG), we are now focused on securing the funding required to move the Peace Against All Wars campaign toward worldwide professional execution.
- Donation purpose: donations received for this initiative are designated exclusively for developing and delivering the Peace Against All Wars worldwide campaign, including campaign preparation, professional communications, creative and media activity, and campaign fundraising.
- Agency discussions: in September 2024, following internal discussion of our campaign, mc Group informed the Foundation in writing that the agency supported the project and would be happy to assist with its planning, implementation and coordination, including potential sponsorship. mc Group also made clear that raising the original campaign funds would remain outside its role.
- Planned professional delivery: subject to sufficient funding and final signed agreements, the campaign is intended to draw on professional international strategy, advertising, public relations, digital and social communication, film and television production, events and global campaign coordination.
- Our role: the Foundation originated the mission and campaign concept. We are responsible for building support, securing funding, approving the campaign direction and authorising implementation. We intend to appoint dedicated fundraising leadership to approach institutions, businesses, foundations and major individual donors.
- Current stage: campaign development and fundraising. The worldwide paid-media campaign has not yet launched.
Why mc Group
mc Group describes itself as an international PR and advertising agency headquartered in Berlin, with more than 80 agencies worldwide and representation in all 27 EU member states. Its official profile lists clients and references across business, media, politics and sport, including Generali, Lidl, RTL, CNN, the European Union, ASEAN, national governments, Formula 1, tennis, golf and the Olympic Games. Its published history also records work involving the United Nations, Braun, ATP tournaments and the Davis Cup.
Read mc Group's official agency profile and history ↗
Transparency: the organisations named above are mc Group's published clients or historical project references. Their inclusion does not mean that they fund, endorse or participate in The World Human Peace Foundation or this campaign. The Foundation's future campaign engagement with mc Group remains subject to funding, final scope and signed agreements.
The Foundation created the vision. The next task is to build the financial foundation required to take that message to the world.
PERSONAL TESTIMONY / A JOURNEY FOR PEACE
100,000 kilometres carrying a message of peace.
The Foundation's two founders, Francisco Armani and Veronika Bock, drove approximately 100,000 kilometres across Europe in their Land Rover SUV, visibly marked with the Foundation's name and message of peace. They travelled from place to place, stopping mainly to sleep before continuing. Their purpose then—and their purpose today—is to promote peace.
They entered Ukraine twice: once from Poland towards Lviv, and once from Romania. The photographs shared here record only part of that journey.
"We were not there as journalists looking for a headline. We went to promote peace and give what we could, asking nothing in return. In a war zone, when you are running for your life, taking photographs is not your priority. Nor did we ask people enduring suffering to pose for pictures as a condition of our help. Many encounters and actions were never photographed. Their meaning does not disappear because there is no image."
— Francisco Armani, co-founder
Along the road: our photographic record
Maps and personal photographs from our journey. Open any photograph to view it in full.
Remembering the lives behind the names
During our journey, Veronika and I visited war cemeteries and memorials across France, including the Dieppe Canadian War Cemetery, to pay our respects to those who lost their lives. Behind every name is a person, a family and a future cut short.
Remembrance must mean more than looking back. It must strengthen our determination to protect those living today—and those born tomorrow.
The road between destinations
Our journey also meant the everyday work of travelling: fuel stops, border crossings and continuing from one place to the next with our message of peace.
The personal cost
Across Europe, we drove approximately 100,000 kilometres carrying our message of peace. We also experienced violence and distress, including an attack on our dog, Bambo. These experiences left a lasting mark on our lives.
We share our testimony because peace concerns real lives, including those whose suffering never reaches the headlines.
— Francisco Armani
02 / OUR WORK TODAY
A louder voice for peace.
We are developing and fundraising for Peace Against All Wars, a proposed worldwide media campaign. The concepts below illustrate its creative direction. Delivery is planned with professional agency support, subject to funding and signed agreements.
Challenge permission for harm
Use clear public messages to question the excuses used to normalize violence against civilians.
Share the message
Use writing, photographs and films to encourage reflection, conversation and support for peace.
Make the human cost visible.
This powerful composition places a child at the center of the frame.
Give peace a presence people cannot miss.
Campaign imagery brings the message into public view. The billboard and visual concepts shown here are supplied by the foundation.
Culture can carry the message.
Music, public voices and creative work can help reach people beyond the usual debate. This image is a concept, not an announcement of participants.
What future do we choose?
These images give the campaign a visual question people can carry with them: what do our choices make possible, and what do they put at risk?
SUPPLIED CREATIVE REFERENCES
Voices that can move a culture.
Peace is more than a public gesture.
REMEMBERING AND HONORING SACRIFICES
Memory asks something of us.
We remember people killed by war and dictatorship, including the tens of millions who died during the Second World War. Remembering them means recognizing the dignity of civilians facing violence today and refusing to treat their suffering as ordinary.
ONE HUMANITY
Peace is a choice.
A peaceful view and a devastated city belong to the same world. Our message asks people to recognize the human lives behind both—and to support peace with the attention and conviction it deserves.
MUSIC & HUMAN CONNECTION
Music brings people together.
Across languages and borders, music can remind us of our shared humanity. The artists shown here are reference images; they are not confirmed campaign participants or endorsers.
MUSIC THAT SPEAKS TO US
A song of hope and resilience.
Watch on YouTube ↗