International Day of Peace on Sunday 21st September is an annual event that has been organised by the UN for more than a quarter of a century. International Day of Peace is also a day of Global Ceasefire which, if adhered to, provides a small ray of sunshine for those who endure war and conflict and often allows essential food, water, and medical supplies to reach those most in need. The UN have launched an admirable campaign this year, encouraging like-minded global citizens to network, participate and even send text messages of peace to world leaders. Jeremy Gilley has even made a film about it, set in Afghanistan and starring Jude Law. But as a Communications Strategist I have been contemplating the difficulties of selling “peace” both in my work with the UK ministry for peace and as research for a book on the subject.