To yank the United States back from the edge of a dangerous abyss, a badass peacebuilder and an unconventional marketing genius mastermind an ad campaign so audacious it commandeers the tools of conflict and flips them to fight for peace.
Martin Luther King, Jr. called it the sword that heals. But a 3-year study reveals that Americans believe peace is weak, unrealistic, and even boring. REBRANDING PEACE documents the extraordinary journey of Julia Roig, the Board Chair of the Alliance for Peacebuilding, and Doug Burnett, a maverick advertising creative, as they launch a bold plan to fight for peace. Along with thought leaders from across the political spectrum they design an ad campaign to "give peace teeth." The film explores the team's creative challenges, the resistance they encounter, and the victories they achieve. As the controversial campaign rolls out across the country, we witness the tapestry of reactions from Americans as they are called upon to enlist in The Peace Force. The quest is poignant and full of humor. The road is rocky. But ultimately, REBRANDING PEACE is a journey of reconnection and hope.
Producer - Asif Kahn
Subject - Major General Charles F. Bolden Jr., USMC (Ret.)
Subject - Doug Burnett
