The Sawab Centre, a joint UAE-US initiative to combat the online propaganda of Daesh and other extremist groups and to promote positive alternatives to extremism, has announced the launch of a new campaign for its social media platforms.

Under the hashtag of #MemoriesEnliven, the three-day campaign will run until 7th March in Arabic and English on Sawab’s Twitter, Facebook, Instagram, and YouTube platforms.

Warm memories of time, place and loved ones buttress us during difficult times and provide hope for a brighter future. Extremists attempted to deny people even these comforts by erasing ancient memory and history through destroying cultural heritage sites - Daesh’s ruin of Palmyra, Mosul, and Nimrud, for example. They also plundered antiquities to finance their campaigns of terror and obliterated communities that had coexisted side-by-side for centuries.

Now, families are returning to their homes to rebuild their lives and communities, and are hoping to heal emotional wounds through recreating their memories of better days. The international community is doing its part. UNESCO recently launched the "Revive the Spirit of Mosul" initiative to rebuild Mosul’s Old City, thereby preserving its historical memory through restoring its cultural and educational life. Sawab’s #MemoriesEnliven campaign will also feature accounts and images of people, places and lives before, during and following the impact of extremism.

#MemoriesEnliven is the Sawab Centre’s twenty-fifth social media campaign either to directly counter terrorist messages or present positive alternatives to their violent and divisive ideologies. Other Sawab campaigns have focused on terrorism’s devastation of families, communities, and ancient civilisations, as well as positive themes such as the important contributions of women in preventing and resisting extremism and in advancing their societies.

Since its launch in July 2015, the Sawab Centre has encouraged governments, communities, and individual voices to engage proactively to counteract online extremism. Over this time, the Centre has given voice to the millions of people around the world who oppose Daesh and other extremist groups, while supporting efforts to expose terrorist groups’ brutality and criminal nature.

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