The campaign encourages people to post selfies with friends from different religious backgrounds.
To mark the International Day of Tolerance on 16 November, the My Friend Campaign launched a selfie photo contest with a focus on promoting friendship between diverse people, according to its organiser.
Campaign coordinator Thinza Shoon Lae Yi said the main goal of the My Friend Campaign is to encourage people to post selfies with their friends from different religious backgrounds on social media.
The contest aims to educate people on the importance of diversity by honouring and symbolising affections and friendships between people from different faiths.
It also aims to reduce all forms of discrimination, hatred, hate speech and extreme racism based on religion, ethnicity, nationality, colour or gender.
The photos must depict amity and friendship between people, along with captions conveying the feelings of the friends, she said.
Contestants can enter the contest by posting selfies to the My Friend Campaign Facebook page no later than November 10. The winner will be announced on 15 November and will receive a prize of K30,000 (US$23) and a My Friend t-shirt at the celebration event for the International Day for Tolerance. The My Friend Campaign was founded in May this year by a group of peace-loving youths. They plan to extend their activities to rural villages.