Shared Values Initiative

The Shared Values Initiative was a public relations campaign created by the U.S. State Department and directed by Charlotte Beers, a former Madison Avenue advertising executive, to persuade viewers to be more aware, open and accepting of America by dispelling myths about the treatment of Muslims. The propaganda campaign was launched soon after September 11, 2001 and was intended to sell a “new” America to Muslims around the world by showing that American Muslims were living happily and freely in America without persecution. Although initially thought to be a success by the U.S. Government and Charlotte Beers’ team, the $15 million initiative was regarded as a failure.