The Sawab Centre, a joint UAE-US initiative to combat terrorists’ online propaganda and promote positive alternatives to extremism, has announced the launch of a new campaign coinciding with the Eid Al Adha holiday for its social media platforms. Under the hashtag of #UnitedByEid, the three-day campaign will run from August 31st - September 2nd in both Arabic and English on Sawab’s Twitter, Facebook, Instagram, and YouTube platforms.

The campaign will focus on the spirit of Eid, including generosity, compassion and unity, and the Hajj pilgrimage, in which Muslims of a variety of nationalities and backgrounds come together from all corners of the world for a common objective, to fulfill one of Islam's main five pillars. Sawab will highlight the Eid’s celebration of diversity regardless of one’s nationality, ethnic group, tribe, sect or gender.

#UnitedByEid will also feature examples of charity and sacrifice towards others, as commemorated in the example of the Prophet Abraham (PBUH) during this holiday. The campaign will present stories of Muslims joining their friends and neighbors at homes and at mosques to pray, give alms, exchange presents, and provide for the needy. The Sawab Centre will also celebrate the many expressions of happiness during this Eid, as conveyed through large communal celebrations, family gatherings, ample feasts, and, most importantly, sharing the joy with others.

#UnitedByEid is the Sawab Centre’s nineteenth proactive 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 civilizations, 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, 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 extremist ideologies and support its efforts to expose the brutality and criminal nature of terrorist groups.