#OPENYOUREYES
to a world of tolerance, respect, peace and
equality.
Awake the World
Awake the World
EXECUTIVE SUMM
1
RESEARCH
2
Awake The World
3
FINANCE
4
RESULTS
5
PROSPECTS
6
HOW
ARE WE
DOING
THIS?
Awake the World
EXECUTIVE SUMMARY1
Mission
Target
Awake the World
EXECUTIVE SUMMARY1
AWAKE THE WORLD is a project created with the main purpose of countering radical and
violent extremism from different points of view:
-Encourage knowledge of groups such as Muslims and Arabs wrongly identified with extremism
-Promote tolerance and social coexistence, especially in the case of refugees coming to Spain
-Actively counter islamophobia
-Use of social networks to raise awareness of other religions and cultures
GOAL
Being able to fight the extension
of radicalism in social networks
and raise our target´s awareness
levels.
ONE
OUR MISSION
16 to 25 years old Spanish-resident students. Silent majority. We want to communicate
with people like us, so that there would be no difference between our followers and us.
OUR TARGET
Awake the World
RESEARCH2
Muslims in Spain
Perception of Muslims
Quantitative Data
Awake the World
RESEARCH2
MUSLIMS
REPRESENT
4% OF THE
SPANISH
POPULATION
41% of Muslims are
Spanish
59% of Muslims are
immigrants (with a
40% Moroccan
origin)
61% of the Spanish
population consider it
acceptable to expel a
student for wearing a
veil in class
90% of all Muslims in
Spain lack Islam
religion classes
90% of Islam
teachers are
unemployed
57% of the Spanish
population believe
Muslims are violent
*http://observatorio.hispanomuslim.es,estademograf.pdf,http://www.westinfo.eu/it/eccochisonoimusulmanichevivonoinspagna/estademograf2/
REPORT REVIEW OUR ANALYSIS
Awake the World
RESEARCH2
A COUNTRY OF
HISTORICAL AND
CULTURAL
COEXISTENCE yet…
Lack of communication
between Muslims and
non-Muslims
Negative role of mass
media in the
population´s acceptance
of other cultures and
religions
Refugees “massive”
arrival to Europe, giving
a negative & generalized
perception of them
Some misconceptions
that the means of
communication spread
about Muslim traditions.
Lack of awareness
towards Arab culture.
REPORT REVIEW OUR ANALYSIS
Awake the World
RESEARCH2
“I believe that there are many ways of raising awareness, but I would start with the heart of society, and this is
the family, and afterwards, of course, education centers, but without forgetting about family as the basic and
fundamental origin of raising awareness.”
–Antonio Pastor, International Relations professor
“Generally speaking, the Spanish society is very welcoming and integrating. Nevertheless, prejudice exists in
all cultures and we have to face them. We have to work together by creating common areas of freedom,
pushing democratic dialogues forward and having an attitude of acknowledgement. Once we get to know each
other we combat stereotypes and prejudices."
- Mimoun Amiroui, President of the Islamic Cultural Center of Fuenlabrada
“I believe the means of communication are partly responsible for not informing correctly about the Muslim´s
society situation in some European countries, about the DAESH threat or even about the migration crisis, and I
think that the fear message is too often used. Such ignorance actually calls for attention in Spain, where we
have such a broad tradition and 2 million Muslims”.
- Ángel Martinez, journalist
“Terrorism is a tool used to achieve political ends. Terrorism is not related to religion. Arrogance that puts up
even higher stereotypes and exclusion walls and works in favor of those who are truly responsible of terrorism.”
- Pedro Baños, Geopolitical Analyst. Army Colonel.
INTERVIEWING EXPERTS AS A SOURCE OF
INFORMATION
Awake the World
RESEARCH2
QUANTITATIVE ANALYSIS SURVEYS
OBJECTIVE 1. Identify young people´s
perceptions and attitudes towards Muslim
and certain habits and stereotypes of this
culture.
RESEARCH
UNIVERSE & SAMPLE: Considering AWAKE THE
WORLD´s main target markets being young people
between the ages of 16 to 25 years of age.
RESEARCH
Awake the World
RESEARCH2
QUANTITATIVE ANALYSIS SURVEYS
UNIVERSE & SAMPLE:
- Our main target market were young people.
- Sample size: 421 – From universities all around Spain. 91% was less than 26 y.o.
MAIN RESULTS:
- 53% have few Muslim friends and 43% have no Muslim friends.
- Around 50% of the participants have rarely any contact with Muslims in high
school/ college/ university or practice cultural or sports activities with them and
only aprox. 10% have that contact frequently.
- 43% of the participants have a positive or very positive attitude towards Muslims
living in Spain.
- A statistical analysis has been made in order to identify relations among variables.
The only one found, statistically significant, was that women were more positive
towards the Muslim culture than men (χ² Pearson=27,138; P=0.007; c.c=0.253;
p=0.007).
Awake the World
RESEARCH2
QUANTITATIVE ANALYSIS SURVEYS
MAIN CONCLUSIONS:
- Young Spaniards do not have a high level of contact with Muslim people or culture.
- Stereotypingis based on lack of information and knowledge.
- Spaniards need to learn about Muslims, their culture, its relation with
Spanish culture and how being Muslim is not related to violence.
After carrying out all our research and analyzing our own surveys we
realized the reality of the situation around us and we agreed on the
TARGET and started creating our campaign:
AWAKE THE WORLD
Awake the World
RESEARCH2
INVESTIGATION DATA DEMONSTRATES THE #1 SOCIAL
NETWORK AMONG YOUNG IN SPAIN
AND HOW TO REACH THEM
Awake the World
Awake the World3
Overview
Team
Project
Support
Awake the World
AWAKE THE WORLD3
OVERVIEW
WHY WE
CHOOSE
THIS
PROJECT
VIOLENT EXTREMISM ≠ DEMOCRATIC SOCIETIES
EMPHASIZE TOLERANCE AND COMMON VALUES
POSITIVE CHANGE
WHY
AWAKE
THE WORLD
THE IGNORANCE OF THE SPANISH POPULATION
TOWARDS OTHER CULTURES SUCH AS THE
MUSLIM CULTURE CREATES A BREEDING GROUND
FOR IDENTITY CRISIS AND RELATIVE DEPRIVATION
LEADING TO THE RADICALIZATION OF INDIVIDUALS
Awake the World
AWAKE THE WORLD3
THE TEAM
INT. RELATIONS
POLITICAL SCI.
JOURNALISM
PUBLIC MNGMNT.
DIPLOMATIC SCI.
16
STUDENTS
AGES
18 - 21
PROACTIVE
CURIOUS
MOTIVATED
Awake the World
AWAKE THE WORLD3
THE PROJECT
SOCIAL NETWORKS CONTESTS
UNIVERSITY	ACTIVITIES SCHOOL	ACTIVITIES
Awake the World
AWAKE THE WORLD3
THE PROJECT WEBSITE
Meeting point of all our campaign
AWAKE THE WORLD’s website collects all the information about the
project:
IN FIVE LANGUAGES: ENGLISH, SPANISH, ITALIAN, GERMAN AND
FRENCH
www.awaketheworld.org
Awake the World
AWAKE THE WORLD3
THE PROJECT SCHOOL ACTIVITIES
LET US TALK ABOUT
TOLERANCE
We talked about the following topics:
q Perception and Reality
q Refugees and Immigration
q The European Union and Middle East
q Integration and Racism
(Islamophobia)
q Final thoughts: Are we tolerant?
AWAKE THE WORLD project decided to go to high schools all over
Spain to give some informative and eye-opening talks to 16, 17 and 18
year old students.
Awake the World
AWAKE THE WORLD3
THE PROJECT UNIVERSITY ACTIVITIES
TOLERANCE WEEK
HOT SPOT:
176 tweets + 37.306 impressions
Our country has received an enormously valuable inheritance of its Arabic past
and is an example of multiculturalism and tolerance, values we wish to spread.
Awake the World decided to organize a 4 day Tolerance Week with the aim of
informing people through conferences about religion, culture, tolerance, integration,
terrorism and much more. Misinformation is what we believe causes stereotypical
thinking and ignorance. In addition to the conferences, a Debate Tournament took place
where people discussed a topic and shared others points of view to open their mind to
new opinions that they didn’t have in the first place. A football tournament put an end to
this week because, in Spain, there's nothing that brings people together than football. In
the field, no judgments are made.
ATW in “El País”
Biggest newspaper in Spain
Awake the World
AWAKE THE WORLD3
THE PROJECT UNIVERSITY ACTIVITIES
TOLERANCE WEEK
FOOTBALL
TOURNAMENT
DEBATE TOURNAMENT
Does the Schengen treaty give
effective solutions to terrorism?
CONFERENCES:
"REFUGEES, WELCOME?”
"PRESS AND OTHER CULTURES”
"TERRORISM AND RADICALIZATION"
"INTEGRATION"
"ISLAMOPHOBIA"
SENTENCESFOR
TOLERANCE
From April 06 to April 10, 2016
Rey Juan Carlos University
TOLERANCE
WEEK VIDEO
Awake the World
AWAKE THE WORLD3
THE PROJECT UNIVERSITY ACTIVITIES
MEETING OF CULTURES
Interculturality is the coexistence that wishes to mix cultures in a peaceful dialogue
and coexistence, in a search to eliminate prejudice and develop respect between
people to reach an understanding in a tolerant relationship. In society, communication
and mutual learning should be encouraged in an effort to motivate the acceptance of
different cultures, on a basis of respect, with positive attitudes that maintain the
importance of cultural values.
INTERRELIGIOUS DIALOGUE.
TALKING ABOUT RELIGIOUS COEXISTENCE IN SPAIN
-José	Antonio	Rodríguez	García.	Ecclesiastical	law	professor	at	Rey	
Juan	Carlos	University

-Francisco	Sigüenza.	San	Antón Church	Director.	NGO	Mensajeros de	
la	Paz	Director.

-Mohamed	Ajana El	Ouafi.	President	of the	Union of	Islamic	
Communities	in	Spain.

-Juan	Sánchez	Núñez.	Professor of Systematic	Theology.	Evangelic	
Christian.	
Awake the World
AWAKE THE WORLD3
THE PROJECT UNIVERSITY ACTIVITIES
MEETING OF CULTURES
ARABIC TAPAS TASTING
MOROCCAN HAND
PAINTING WITH "HENNA" NAME WRITING IN
ARABIC
FB HOT SPOT:
30K PEOPLE
REACHED
MEETING OF
CULTURES
DAYVIDEO
DJSTAND
Awake the World
AWAKE THE WORLD3
THE PROJECT SOCIAL NETWORKS
CONTESTS
“TOLERANCE 100” Facebook and Instagram Photo contests. Both consist on
uploading a photo or image related to tolerance and the objectives of our project.
Both planned to be a platform for displaying images of tolerance between cultures
and religions.
The photographs or posters shall display the vision of the creator on ways of
coexistence in relationship to the following topics:
v Promoting solidarity and tolerance and the universal principles of coexistence
v Promoting tolerance, respect and coexistence between religions and cultures, and
coexistence of people from different origins.
v Showing the negative side of violence, terrorism and injustice as global menaces to
the universal values of humanity
Awake the World
AWAKE THE WORLD3
THE PROJECT SOCIAL NETWORKS
CONTEST WINNERS
FACEBOOK
1
1 2 3
2 3
INSTAGRAM
Awake the World
AWAKE THE WORLD3
THE PROJECT SOCIAL NETWORKS
FACEBOOKCITIZEN X
#CitizenX, on
Facebook, is a global
platform where
everyone can share
their story of tolerance,
cultural and religious
exchange with positive
messages.
FB HOT SPOT:
28K PEOPLE REACHED
FB HOT SPOT:
15K PEOPLE ENGAGED
FB HOT SPOT:
1106 LIKES
Awake the World
AWAKE THE WORLD3
THE PROJECT SOCIAL NETWORKS
FACEBOOKINTERVIEWS
Interviewing journalists,
university professors,
NGO employeers…
Sharing different points
of views from experts.
Promoting knowledge.
LEILA
NACHAWATI
Communications
professor at the
Carlos III University
of Madrid
BORJA FERNANDEZ
UNHCR
Awake the World
AWAKE THE WORLD3
THE PROJECT SOCIAL NETWORKS
FACEBOOKDAILY CONTENT
CULTURAL RECOMENDATIONS
BLOG ARTICLES
FB HOT SPOT:
65 LIKES
POSTERS
Awake the World
AWAKE THE WORLD3
THE PROJECT INSTITUTIONAL SUPPORT
ESSENTIAL FOR
THE PROJECT AND
FOR IT´S FUTURE
CONTINUITY
Dean & Management Team. Faculty
Social Science and Law. URJC.
RELEVANT SPEAKERS AND PARTICIPANTS IN OUR EVENTS
q Mauricio Valiente Ots. City Councilor of Ahora
Madrid. Third Deputy of the Mayor of Madrid. Member of the
Government Council.
q Rafael Osorio de Rebellón. United Nation and International
Policy Subdirector. Spanish Ministry of Foreign Affairs and
Cooperation
q Vicente Garrido Rebolledo. Member of the Advisory Board on
Disarmament Matters of the United Nations Secretary General
q Beatriz Quintana. Spanish General Law Council consultant
q Mariángela Paone. El Español (national newspaper)
q Carlos Echeverría. International Relations professor. Sociology
and Political Science Faculty. UNED University of Madrid.
q Pedro Baños. Geopolitical Analyst. Army Colonel
q Rita Gomes. Pluralism and Coexistence Foundation. Ministry
of Justice
q Mimoun Amiroui. President of the Islamic Cultural Center
q Houda Arkez. Muslim Women's Association
q Leila Nachawati. Communications professor at the Carlos III
University of Madrid
Awake the World
FINANCE4
Budget
Donations
Awake the World
FINANCE4
€77,70
€207,45
€161,94
ADVERTISING
FACEBOOK
PRIZES
INSTAGRAM
PRIZES
Social Media Contest Spendings
BUDGET
15%
27%58%
LOGISTICS ADVERTISING STRATEGY
€120,54	
€64,71	
€28,01	
€119,57	
SIGNATURE	BOARD
POSTERS
CONFERENCE	MATERIALS
PHOTOCALL
Tolerance	Week	Spendings
€15,40
€286,42
€200,00
€8,00
€11,31
€3,00
ADVERTISING
FOOD STALL
HENNA STALL
ARABIC NAME WRITING
CONFERENCE…
POEM RECITAL
Cultural Day Spendings
Awake the World
FINANCE4
CONFERENCE SPEAKERS
Tolerance
Week Day 1
13
SPEAKERS
Tolerance
Week Day 2
9 SPEAKERS
Tolerance
Week Day 3 8 SPEAKERS
Cultural
Day
4 SPEAKERS
FREE
We wished to manage our budget
in the best way possible in order to
accomplish the best campaign we
could with it.
Therefore, we invited a total of 34
speakers from different
backgrounds to participate in our
events. All our speakers visited us
for free. This helped us to
developed a better campaign and
use all that budget wisely.
Awake the World
RESULTS5
Social Networks
Overview
Awake the World
RESULTS5
SOCIAL NETWORK TWITTER
Total Impressions: 92.200 only in April 68.200
Followers: 209
- Our followers interests:
- Politics and actual events 78%
- Business and News 74%
Profile Visits: 5.000
Awake the World
RESULTS5
SOCIAL NETWORK FACEBOOK
+ 2k LIKES on FACEBOOK
TARGET ADDRESSED
17K
5K
5K
14K
+5K
+3K
+4K
3K
1,5K
1K2K3K
1K1K
1K
+ 45 COUNTRIES REACHED ALL SPAIN REACHED
+160K PEOPLE REACHED
0,00%
20,00%
40,00%
60,00%
80,00%
PEOPLE	REACHED
People	Reached	by	AGE
13-17 18-24 25-34
Awake the World
RESULTS5
109
293
609
159
274
229
1106
9
86
27
36
69
14
112
0
4
13
17
2
1
32
0 200 400 600 800 1000 1200
INFOGRAPHIE
QUOTES
EVENTS
CONTEST
VIDEOS
ARTICLES
CITIZEN X
FB RESULTS BY SOURCE
COMMENTS
SHARED
LIKES
SOCIAL NETWORK FACEBOOK
Awake the World
RESULTS5
SOCIAL NETWORK SURVEYS:
OBJETIVE 2 RESEARCH
OBJECTIVE 2. Analyze the impact of AWAKE THE WORLD activities towards the
dissemination of information and knowledge regarding Muslims and their
culture.
90%
86%
85%
83%
75%
61%
0% 20% 40% 60% 80% 100%
Actions in Social Networks
Citizen X - Facebook
Cultural day
Conference
Facebook contest
Instagram
Completely satisfied/ satisfied
Completely satisfied /
satisfied
High level of satisfaction
in all the activities.
Highest level of
satisfaction in Social
Networks, specifically in
Citizen X (Facebook).
Combination of activities
seem more effective.
Activities were people
share their experiences
and culture are the most
effective – Facebook is a
KEY social network
*UNIVERSE & SAMPLE:
- Universe: Participants in all the AWAKE THE WORLD activities
- Sample size: 125 participants
Awake the World
RESULTS5
SOCIAL NETWORK QUESTIONARIES
OBJETIVE 2 RESEARCH
*UNIVERSE & SAMPLE:
- Universe: Participants in all the AWAKE
THE WORLD activities
- Sample size: 125 participants
OBJECTIVE 2. Analyze the impact of AWAKE THE WORLD activities towards the
dissemination of information and knowledge regarding Muslims and their culture.
34%
26%
79%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Has it improved
your knowledge of
Muslim culure?
Ending
stereotypes?
Has it improved
your knowledge
about islamic
violent
extremsism?
Has it improved
your tolerance
towards other
cultures?
Would you like to
participate in other
AWAKE THE
WORLD activities?
Totally agree / Agree Awake the World had important
challenges.
More than 1/3 of our participants
learned about false stereotypes
and how violent extremism is not
directed related to Muslims.
3 / 4 of our participants have
become more tolerant towards
Muslims, as they know them better.
BIG SUCCESS: 86% of the participants want
AWAKE THE WORLD to continue their activities
and want to be part of it.
Awake the World
PROSPECTS6
FUTURE
Awake the World
Seeking funding and
partners to expand to
other cities and countries
PROSPECTS6
Young European online
activist Conference “Positive
Alternatives Online”
Amsterdam 20-23 May 2016 -> Conference for young European
online activist. The goal of the conference is to create a strong
positive message online, as an alternative to jihadist peerrecruitment
and violent, extremist messages.
Celebrate more tolerance
events + culture exchange
days in other cities of Spain
NEXT
-We are attending UNLEASH event. http://unleash.website/
-Application send to participate in NANTES FORUM 2016: Have
an idea or project for “living together”, which promotes solidarity,
fosters cultural exchanges and encourages greater respect for and
openness towards others.
http://www.nantescreativegenerations.eu/en/forum/calls-forapplication/
AND Creative Europe - Cross-sectoral - Refugee
Integration Projects 2016: The aim of the call is is to support cultural,
audio-visual and crosssectorial projects aiming at facilitating the
integration of refugees in the European environment, enhancing
mutual cultural understanding and fostering intercultural and
interreligious dialogue, tolerance and respect for other
cultures. https://eurodesk.eu/program/creative-europe-cross-
sectoral-refugee-integration-projects-2016
Awake the World
PROSPECTS6
ALREADY SIGNED FUTURE
COLLABORATION WITH
CASA ARABE:
A Spanish public consortium
headed by the Ministry of Foreign
Affairs and Cooperation. It
is operated as a strategic center
for Spain’s relations with the Arab
world, a meeting point where
different role-players and
institutions, both private and public,
from the worlds of business,
education, academia, politics and
culture can dialogue, interact,
establish lines of cooperation and
undertake joint projects.
http://en.casaarabe.es/p/about-us
NEXT
“COUNTERING AND
PREVENTING SPREAD OF
VIOLENT EXTREMISM: A
VIEW FOR THE U.S.”
12 OF MAY 2016
Conference by ATW
q Alejandro Beutel.
Researcher for Countering
Violent Extremism, Study
of Terrorism and
Responses to Terrorism
(START)
http://www.start.umd.edu/pe
ople/alejandro-beutel
NON-STOP
SOCIAL
NETWORK
CAMPAIGN