Shaoor Foundation for Education and Awareness (SFEA or Shaoor) implemented a yearlong project titled the "Peace, Development, and Prosperity Campaign" in 11 districts of South Punjab and three districts of the Sargodha Division. These areas were culturally, economically, and historically more connected with South Punjab than the rest of their division. The campaign specifically targeted four social segments: Wafaq officials and clerics, public schools and seminaries' teachers and students, press clubs and traders' associations, and civil society and non-governmental organizations. It was an advocacy and social mobilization project that presented an alternative to the radical falsehoods propagated in the name of religion and politics, which had been pushing the youth toward violent extremism. South Punjab was chosen for this project due to the local presence of extremist organizations consistently building a narrative of hatred in the region.