Shared Values Print Ads

The newspaper ads were essentially print versions of the television spots arranged in a vertical fashion featuring a shape and border reminiscent of traditional Islamic architecture. Each ad focused on one of the American Muslims featured in the television spots and began with a quote, which served as the headline. Below the quote was a dominant photo of the featured American Muslims taken from the television footage. The smaller body copy below the photo was similar if not identical to the copy in the television spots and told the story of the person's life in America.

As on television, the line "Brought to you by the Council of American Muslims for Understanding and the American people" was centered near the bottom of the ads. Unique to the newspaper executions, in very small type at the bottom of the ad, were details about CAMU, identifying it as a private, non-profit organization that "seeks to educate Americans and the world about the achievements of Muslims in America and throughout history." The newspaper ads also provided a toll-free phone number that could be used to receive a copy of the publication Muslim Life in America from CAMU.

According to McCann-Erickson media flowcharts dated September 30, 2002, newspaper and magazine ads were scheduled to run in Indonesia, Jordan, Kuwait, Lebanon, Malaysia, Morocco and Pakistan at a total cost of about $1.25 million. An Egyptian schedule was also planned but apparently never ran. A note on the media plan for Egypt indicated that the schedule was pending government approval.