P2P: Facebook Global Digital Challenge

Youth Action in Peace Building and Conflict Resolution, Africa Youths International Development Foundation, Abuja, Nigeria
P2P engages university students around the world in competitions where students create social media campaigns and offline strategies to challenge hateful and extremist narratives. To date, it has reached more than 56 million people.

Over the course of one academic term, teams of students work with advisors to research a designated peer group audience and create a strategy designed to best reach those peers. Teams receive a cash budget and Facebook ad credits to produce a real campaign with measurable results.


The top three teams are flown to the United States to compete for prizes ranging from $1,000-5,000. An estimated 25 percent of campaigns continue beyond the competition period. They go on to receive grants, become incorporated as businesses, partner with NGOs, and more — creating lasting impact in their communities.


P2P: Facebook Global Digital Challenge began in 2015 in collaboration with EdVenture Partners. To date, it has launched over 500 counterspeech campaigns from students in 68 countries, engaged over 5,500 students, and reached over 56 million people.

OSCE #UnitedCVE Regional Competition

Vienna, Austria
Vienna, Austria

Uniting to counter extremism across Europe

At an event held during the Organization for Security and Co-Operation in Europe (OSCE) 2017 Annual Security Review Conference, 3 P2P finalist teams from Spain (CEU Universidad San Pablo), Germany (Eberswalde University for Sustainable Development), and the Czech Republic (Masaryk University) pitched their campaigns to a jury of OSCE senior officials and ambassadors of participating States.

A team of students from the CEU Universidad San Pablo of Spain was awarded the first prize for their #Rewind campaign, which addressed bullying and hateful comments online. The initiative was aimed at equipping the silent majority of Internet users with simple tools to speak up against hate online.

6.2MM+

people reached by all 3 campaigns

Dare to Be Grey, Utrecht University

Utrecht, Netherlands
Utrecht, Netherlands

Promoting dialogue to end polarization

This campaign used online and offline tactics to create a platform for people to share their stories, engage in dialogue, and search for peaceful solutions to issues they are facing in their communities. It encouraged people to share their personal "grey" stories, and to reject the polarization that is dividing our society.

The campaign was held in 6 cities across the Netherlands, partnered with the cities of Amsterdam, Utrecht, and Tilburg, and gained national media coverage for its positive narrative and wide reach.

Want to learn more? Check out the Dare to Be Grey Facebook page.

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1MM+

people reached

Want to learn more? Check out the Dare to Be Grey Facebook page.

Visit Facebook Page

#IAmABeliever, American University of Nigeria

Yola, Nigeria
Yola, Nigeria

Bridging religious divides through community

This campaign focused on bridging the divide between Christians and Muslims in Northern Nigeria by encouraging people to connect over the aspects of their lives beyond religion. They held community events, created a heavily trafficked website, and worked with a local NGO to make a radio show that was broadcast across the region and listened to by millions.

The campaign also included a web application, Beliepedia, that shows Islamic and Christian teachings on challenging questions of human existence, such as, “What is the meaning of life?”. Beliepedia enables Christian and Muslim leaders and clerics to post answers to questions from readers and allows readers to comment and share posts on social media.

Want to learn more? Check out the #IAmABeliever Facebook page.

Visit Facebook Page
3MM+

people reached

1st Place

All Africa Competition

Want to learn more? Check out the #IAmABeliever Facebook page.

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I am Mindanao, Xavier University

Mindanao, Philippines
Mindanao, Philippines

Strengthening sense of belonging through open dialogue

This campaign educates college students about violent extremism and aims to strengthen their sense of identity, belonging, and purpose. The team behind this campaign holds various peace building activities, including an I am Mindanao Peace Camp, which Muslim and Christian Mindanaoan youth attend. At the camp, the students discuss the prejudices they hold against each other's cultures and religions and are given the opportunity to have truly open dialogue.

Want to learn more? Check out the I am Mindanao Facebook page.

Visit Facebook Page
5.2MM+

People reached

Want to learn more? Check out the I am Mindanao Facebook page.

Visit Facebook Page

Featured Partners

  • EdVenture Partners

    EdVenture Partners (EVP) is an organization dedicated to developing innovative industry-education partnership programs. These experiential learning opportunities provide hands-on, real-world experience to students in addition to providing social impact and community outreach opportunities at colleges, universities, and high schools. EVP has designed and managed programs at over 800 schools in North America and internationally.

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