The Nonviolence Now project makes the media landscape a healthier, more positive space by interrupting business as usual online, where materialism and violence are actively promoted, and instead advocating for nonviolence and its capacity to create a healthier, more viable future. 

Now More Than Ever

Nonviolence Now has returned to our home community of Rochester, NY with a new ad campaign that will be featured on buses and billboards around the city throughout spring 2020. Ad messaging directly addresses the state of crisis we’ve all found ourselves in as a result of the pandemic and focuses on solidarity and empowering individuals to make constructive, nonviolent choices at a time when stress is high.


Community members of all ages are invited to take part in the campaign by sharing their answers to the questions posed by our ads on social media. By participating in our story contest (information below), individuals and groups can also have their submissions featured on Gandhi Institute social media and be entered to win a Visa gift card.

All kinds of creative expressions are welcome — just make sure to use our hashtag and tag @RocNonviolence. Click below for full participation instructions and downloadable graphics. 

Downloadable Social Media Graphics:

Partners Include:

Causewave Community Partners, Alfred University Associate Professor of Graphic Design Judy Livingston, Article Group Copy Writer Liz Chatterton, Monroe County, the City of Rochester, Regional Transit Service, & Lamar Advertising Company.


The Nonviolence Now project began in January 2018 when the MK Gandhi Institute for Nonviolence won a global, digital media prize from the Newman’s Own Foundation and chose to dedicate the campaign to marketing the idea of nonviolence itself, especially to younger people. The prize was administered by PVBLIC Foundation, a nonprofit media organization and was launched at the United Nations’ celebration of Mahatma Gandhi’s 149th birthday, October 2, 2018.  A team of volunteers and staff created such an effective campaign that the prize was extended, including a full page ad in Newsweek magazine in December 2018. During 2019, the Nonviolence Now team focused on launching and supporting their sister project, Nonviolence News. Phase Two of Nonviolence Now began in January 2020. 

Nonviolence News

Sign up for the weekly e-newsletter from our sister project, Nonviolence News, to receive reports of nonviolent actions happening around the world!

Each week, Nonviolence News brings 30-50 current stories of “nonviolence in action” to readers, illuminating how nonviolence is actively shaping our world.

Blueprint for Peace

We are honored to join our partners at Peace Alliance in advocating for five policy priorities to make peace an organizing principle in federal, state, and local governments. Outlined in the “Blueprint for Peace,” these solutions to violence include: 

  • Humanizing Justice Systems
  • Empowering Community Interventions
  • Teaching Peace in Schools
  • Enhancing Personal and Interpersonal Supports
  • Fostering International Peace

Join us today in endorsing the Blueprint for Peace and send an automatic letter to your elected officials urging them to implement these policies: 

More About Nonviolence Now

Harassment is now a “feature” of life online for many Americans: 43% of U.S. teenagers have experienced bullying online, and the majority have encountered hate speech in the form of racism, homophobia, anti-religion, and sexism. In its milder forms, it creates a layer of negativity that people must sift through as they navigate their daily routines online. At its most severe, online harassment can compromise privacy or even pose a threat to physical safety. 

The Gandhi Institute’s Nonviolence Now campaign serves to strategically interrupt this trend and to awaken people’s potential to be their best selves online. 

As Media Psychologist Janicke notes, “Rather than simply seeing media as a negative influence to rein in, we’re beginning to understand its potential to spread goodness on a wide scale.” The power of positive media is particularly pronounced for youth, who spend an increasingly significant amount of time exposed to electronic media and who are at a critical developmental stage where the adoption of a particular worldview or social behavior habits may stick with them for the rest of their lives. 

In its second phase, Nonviolence Now launched a petition campaign on the MLK holiday on January 20, 2020. Focusing on the 25 communities most impacted by violence nationally, ads for Nonviolence Now engaged over 80,000 young consumers (18-35). The ads offered an opportunity to become supporters of the national Blueprint for Peace campaign — calling on elected officials to implement effective solutions to violence — and to subscribe to the Nonviolence News e-newsletter, which shares 30-50 current stories of nonviolent actions and campaigns each week. Through this effort, Nonviolence News has effectively become the largest nonviolence journal in the country.

The stories that we hear and tell shape our reality. They help us to make sense of ourselves and others. Nonviolence Now introduces and shares stories of nonviolence, igniting the potential of principled nonviolence globally.

Our partners:
Bylo Chacon Foundation
PVBLIC Foundation
Peace Alliance
Nonviolence News


Additional funding support for this effort to introduce the potential of peacemaking world-wide, will support an expansion of the campaign to include online and physical billboards, additional focused digital exposure, and press exposure. Funds invested in this campaign will be multiplied by a factor of five through pro bono media support courtesy of PVBLIC Foundation. 

Make a contribution to this exciting and critical effort:


Send comments or ideas about the campaign: