Labeling & stereotyping is hurtful. In a nutshell the campaign aimed to reverse the labels on those who label. The campaign was meant to launch on 2 stages: stage 1 directed towards the Western and European demographics and stage 2 Middle Eastern and Arab Demographics. (Stage 2 was never implemented). The website had 4 different themes to try and receive the appeal of different demographics. (the tabs on the top change the theme).