Sokka Gakkai International
Introducing the U.S. to a little known branch of Buddhism.
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CREATIVE DIRECTION • COMMUNICATIONS STRATEGY • DESIGN DIRECTION
Finding Peace When the World Stopped: How Strategic Counsel Turned Crisis into Connection for Soka Gakka
When the world abruptly shut its doors in the spring of 2020, a heavy silence settled over daily life. Streets emptied, routines vanished, and millions of Americans found themselves alone with their anxieties, searching for meaning and connection in a time of unprecedented uncertainty. The pandemic didn’t just isolate people physically—it left many feeling emotionally adrift, hungry for hope and a sense of belonging.
Americans were not just looking for distraction—
they were yearning for meaning.
It was in this climate of collective vulnerability that Soka Gakkai International (SGI)—a global Buddhist movement dedicated to peace, culture, and education—approached APCO for guidance. Their goal was clear: to raise awareness of their movement and its empowering teachings in the United States, and to help more people discover the transformative potential of Nichiren Buddhism . SGI’s leadership recognized that their message of inner transformation, resilience, and respect for the dignity of life had never been more relevant, but they needed a strategy to reach Americans in a way that resonated with the unique challenges of the moment.
Our counsel was rooted in a simple but powerful insight: the very conditions that made the pandemic so isolating also created a rare opportunity. Americans were not just looking for distraction—they were yearning for meaning, for ways to process their experiences, and for authentic connection. We saw that the core principles of Nichiren Buddhism—courage, hope, and the belief that every individual can effect positive change—were the perfect salve for the times.
With this in mind, we recommended a campaign that would do more than simply inform; it would invite participation, foster dialogue, and build community. Through evocative storytelling, partnerships with respected organizations like Shape Magazine and Yoga Journal, and collaborations with influencers whose journeys embodied resilience, “Say Your Peace” became a digital gathering place. We celebrated both iconic peacemakers and everyday Americans, amplifying voices that spoke to the universal desire for peace and transformation.
