Selling peace like soap
Rethinking peace is an idea that has been pondered many times over by people of all walks of life as well as activists for years. There is a new idea of peace emerging and it could be that it's right on time.
Back in 1969, John Lennon appeared on the The David Frost Show on British television. During the interview, John shared his notion that they were trying to sell peace, like a product. "Like people sell soap or soft drinks." The thought being that it would bring awareness to the masses that peace is possible when you believe in peace and advertise for it.
The peace sign is a universal symbol and is seen in everything from stickers, jewelry and clothing and sold everywhere from malls, to kiosks to music festivals. But when we buy anything with a peace sign on it, where does the money go? Does it help promote peace or does it simply remind us of an era long past that lost it's way?
Repeace is a 'sell peace like soap' concept except that it is built on three pledges to obtain peace through progressive activism that puts power back into the hands of individuals and focuses on core principles of democracy. The idea of 'rethinking peace' or Repeace was created in the heart and mind of one true individual, 'Drey' Tosi, of San Fransisco. Drey has been working on this project for two years.
Drey is a native of Switzerland. His project gained high praise from his former Social Psychology professor, Heinz Gutscher of Zurich, when Drey reached out to many organizations in the U.S. including The Roosevelt Institute Campus Network (formerly The Roosevelt Institute). The Institute, renamed in 2004; this network was formed to combat the disillusionment of young progressives.
Drey has come pretty far and many are taking notice and joining the cause with him via social media. As information about corporate personhood has entered the minds of voters since the SCOTUS ruling in January, many more people were made aware after President Obama's recent speech in which he warns of a "Corporate Takeover of our Democracy". This has brought discussion to the fore during an election season where campaign ads are closely scrutinized.
The core concept of Repeace is to challenge the public to stand behind a brand that demands three dynamic things. These are also the basic elements of a pledge the public is asked to take to restore democracy, which is the fertile ground for peace. According the Democratic Peace Theory, functioning democracies don't go to war with each other, and peace means much more than the absence of war (as mentioned by JFK, Nelson Mandela and others). Repeace defines the true nature of progressive activism, as a dynamic process, that concerned human beings shape by choosing their social battles with the goal to reduce their fears and anxiety.
Peace protests and antiwar movements are, in essence, initiatives, while Repeace defines a lifestyle of promoting and creating peace. Simply taking the fuel and the energy of progressive activism and placing it in a newly designed social vehicle, it is designed to appeal to youth and reconnect people of all views and creeds.
As found in other lifestyles, like exercising, recycling, or dieting, and those aimed at fighting threats to people and the environment, the Repeace three pledges are the visualization of actions. They are positive, universally agreed upon and are at the core of the lifestyle of every compassionate, progressive agent of change.
- I want to support businesses that focus on local, sustainable products and services, not on buying influence.
- I want to support politicians accountable to me, not corporations.
- I want to support countries that promote and defend freedom of expression.
With the third pledge, you can plainly see that Andrea Tosi's vision is far reaching but his concern is initially focused in the United States for good reason. Americans share his concern about democracy and they hope the message can come from U.S. citizens initially, to make a positive impact as well as polish the tarnished image this country has suffered through the last administration's foreign policy blunders and perpetual military campaigns.
The consensus of Repeace followers are also very concerned about the fact that these campaigns have yet to cease under the current administration and are well aware that corporate influence of the oil industry impacts these decisions as well.
Generating a demand for accountability
The pledges are positive statements that are aimed at impacting corporate and government co-dependence. The goal for Repeace is to work with mid-sized corporations to stand with the buying public, their customers, to cease private interference of democracy through lobbying. This is very much in line with reverse boycotting, like The Carrotmob in which people reward business practices that are accountable to the individual, the local economy, the environment, and other issues that weigh on the collective mind of Americans.
Drey Tosi has created an elegant and visionary idea to unify progressives under the rationale that all activism has essentially one basis and that is peace. Pure and simple. By re-framing the lifestyle of "activist", he has also created a new brand for peace, with a familiar touch but a modern polish. As a visual artist, he worked for almost a year to create a symbol that people can believe in. It is related to the old, familiar brand, but now exudes a much needed assertive touch that would compete with popular retail brands. Additionally, by giving 10% of profit back to communities through company sponsors who have taken the same pledge, it's very much a win/win for ethical businesses and local economies alike.
It unifies people where politics falls short and that is through speaking to them as individuals. People who work hard and care deeply about their homes, jobs and families and how their money is spent. It speaks to everyone who demands accountability from those who serve 'we the people'.
Whether or not Ivory soap has lobbyists is something Drey Tosi may want to investigate because his idea, not unlike their product, is 'so pure, it floats'. It comes straight from the heart of a compassionate, talented and real individual, not a 'corporate person'.
It's enough to make this journalist and music fan wish John Lennon were here to see this new movement for peace, on this, his birthday week. Perhaps he would lead us all in a chorus of, "Give Repeace A Chance."
[Gabrielle is a photojournalist and founder of The Road Home Music Project in Indianapolis. Inspired by the Repeace movement, she is taking The Road Home on the road to the Rally For Sanity in DC on October 30th to endorse their message and raise awareness about abolishing corporate personhood. Learn more about this progressive mission here.]
