T-H-E-M is the most dangerous four-letter word in the English language. THEM creates ‘the Other’ – isolating, insulting and marginalizing. THEMification is responsible for enslaving entire continents, waging wars and genocides. This single word, THEM, has a devastating impact on geopolitical and societal levels, as well as within personal relationships.

The kNOwTHEM Initiative raises individual and collective awareness about the power and dangers of THEM and THEMification. To create this awareness, which dramatically impacts our behavior and lives, the Initiative includes speaking tours to community organizations and schools, online talks through TED and other venues, photographic exhibitions, websites, books and various social, electronic and print media. In addition, the Initiative is developing and distributing educational material to institutions, while convening conferences and other meetings.