Promoting the introduction of a new product or service is a challenge for any PR professional. But how does one go about promoting awareness of an ongoing genocide in a
distant country? For the Unitarian Universalist Association (UUA), a key mission of its inter-congregational communications has been raising awareness about the ongoing
crisis in the Darfur region of Sudan, where an estimated 400,000 black Africans have been killed and approximately two million have been driven from the homes during the past
three years by Arab Janjaweed militias, acting at the behalf of the Sudanese government.