ABOUT

The Muhammad Ali World HEALING Project was launched as a beacon for tolerance and understanding, a direct challenge to bigotry and prejudice. At its heart was Ali’s inaugural book, HEALING: A Journal of Tolerance and Understanding, an eloquent call for social justice. In its opening essay, Ali reflects on the urgent need for tolerance, compassion, and awareness, setting the tone for a collection enriched with quotations from philosophers and global leaders, each chosen by Ali to inspire change.

The project extended well beyond the book’s pages. It ignited student-led seminars at universities, a national book tour, and public appearances where Ali shared his vision. With the added support of celebrity ambassadors, the World HEALING Project became a unifying force, amplifying Ali’s timeless message of racial healing across generations and communities worldwide.
ABOUT

The Muhammad Ali World HEALING Project was created to promote tolerance and understanding while combating bigotry and prejudice. At the core of the initiative, was the creation of Ali’s first book titled HEALING: A Journal of Tolerance and Understanding.

The volume promoting social justice contains an introductory essay where Muhammad Ali discusses the need for tolerance and understanding, and promotes empathy and awareness. The pages include quotations from philosophers and public leaders selected by Ali.

Additional activation included student led University Seminars, a national book tour, public appearances by Muhammad Ali to discuss the subject, and celebrity ambassadors who also supported Ali’s message of racial healing. 

ABOUT

The Muhammad Ali World HEALING Project was created to promote tolerance and understanding while combating bigotry and prejudice. At the core of the initiative, was the creation of Ali’s first book titled HEALING: A Journal of Tolerance and Understanding.

The volume promoting social justice contains an introductory essay where Muhammad Ali discusses the need for tolerance and understanding, and promotes empathy and awareness. The pages include quotations from philosophers and public leaders selected by Ali.

Additional activation included student led University Seminars, a national book tour, public appearances by Muhammad Ali to discuss the subject, and celebrity ambassadors who also supported Ali’s message of racial healing. 

THE ORIGIN

In 1995, Muhammad Ali - the world’s most iconic figure - reached out to David Clark to create a cause brand aimed at combating bigotry in all its forms. Ali sought to use his status as the most recognized African-American Muslim to inspire tolerance and understanding over hatred, envisioning his first book as a platform for this message. Honored by the opportunity to collaborate on such a vital cause, Clark requested to read Ali’s manuscript to ensure the brand would fully reflect Ali’s vision.

THE BOOK

About six months later, David Clark received the manuscript for Muhammad Ali’s first book, A Journey of Tolerance and Understanding. As he read, a singular theme emerged: healing. Ali’s words conveyed a profound yearning to mend racial divides, dismantle stereotypes, and bridge conflicts. In that moment, Clark recognized the resonance of the word HEALING, with Ali’s own name embedded within—a subtle yet powerful emblem of Ali’s vision for unity and peace.
THE ORIGIN

In 1995, David Clark was approached by the most famous man in the world – Muhammad Ali to create a cause brand to help fight bigotry in all its forms. Ali wanted to leverage his status as the most recognized African-American Muslim in the world to promote tolerance and understanding vs. bigotry and hatred, by writing his first book about the subject. Grateful for the opportunity to work with Muhammad Ali and tackle a subject so important, Clark asked if he could read Ali’s manuscript prior to crafting a Cause Brand to support it.

THE BOOK

Approximately six months later, Clark received Ali’s manuscript for his first book titled A Journey of Tolerance and Understanding. After reading the book, Clark identified the basic theme of healing that ran throughout the manuscript as Ali wrote about his desire to heal racial divides, stereotypes and conflict. Clark immediately understood the power of the word HEALING – as Muhammad’s last name was prominently featured in the middle of it: HEALING.
CAUSE BRAND

True to the essence of crafting a cause brand, David Clark identified a universal value that could unite a diverse coalition of supporters worldwide. Centered on the theme of HEALING, he and Muhammad Ali launched The World HEALING Project, an initiative that would become the foundation for Ali’s first book, retitled to embody Clark’s concept: HEALING: A Journal of Tolerance and Understanding.
As pillars of the brand, Clark developed the logo, branding, and PR strategy for Ali’s groundbreaking book, published by HarperCollins - a project that would amplify Ali’s call for tolerance and compassion on a global stage.

SUPPORT

In a powerful show of global support for The World HEALING Project and Muhammad Ali’s HEALING book, David Clark garnered the backing of prominent dignitaries that included President Bill Clinton, Bosnian President Haris Silajdžić, and icons of art and sport like Prince, Billy Crystal, Sheryl Crow, LL Cool J, Céline Dion, Lenny Kravitz, Michael Jordan, and Magic Johnson.
CAUSE BRAND

As is the hallmark of creating a cause brand, Clark identified a value proposition that a diverse group of stakeholders from all facets of the world could support. With the theme of HEALING as the cornerstone, Clark created The World HEALING Project with Muhammad Ali, which would promote Ali’s book that was later renamed on the basis of Clark’s concept: HEALING: A Journal of Tolerance and Understanding.
 
As core elements of the Cause Brand, Clark would go on to create the logo, branding and PR strategy for Muhammed Ali’s first book which was published by Harper Collins. 

SUPPORT

In support of The World HEALING Project which promoted in Ali’s “HEALING” book, Clark secured support from renowned individuals that included President Bill Clinton, Bosnian President Haris Silajdzic, East Timor President and Nobel Peace Prize recipient Jose Ramos-Horta, George Stephanopoulos, Rahm Emanuel, Prince, Billy Crystal, Sheryl Crow, Toni Braxton, LL Cool J, Céline Dion, Lenny Kravitz, Michael Jordan, Magic Johnson and Roy Jones Jr.
CAUSE BRAND

As is the hallmark of creating a cause brand, Clark identified a value proposition that a diverse group of stakeholders from all facets of the world could support. With the theme of HEALING as the cornerstone, Clark created The World HEALING Project with Muhammad Ali, which would promote Ali’s book that was later renamed on the basis of Clark’s concept: HEALING: A Journal of Tolerance and Understanding.
 
As core elements of the Cause Brand, Clark would go on to create the logo, branding and PR strategy for Muhammed Ali’s first book which was published by Harper Collins. 

SUPPORT

In support of The World HEALING Project which promoted in Ali’s “HEALING” book, Clark secured support from renowned individuals that included President Bill Clinton, Bosnian President Haris Silajdzic, East Timor President and Nobel Peace Prize recipient Jose Ramos-Horta, George Stephanopoulos, Rahm Emanuel, Prince, Billy Crystal, Sheryl Crow, Toni Braxton, LL Cool J, Céline Dion, Lenny Kravitz, Michael Jordan, Magic Johnson and Roy Jones Jr.
PRINCE HIGHLIGHT

To champion The World HEALING Project, David Clark orchestrated a press conference with MTV at the iconic Hay-Adams Hotel, positioned directly across from the White House. Collaborating with former Clinton advisor George Stephanopoulos and Chief of Staff Rahm Emanuel, Clark secured the participation of President Bill Clinton, lending the event presidential gravity.

Determined to amplify Ali’s message, Clark sought the support of another legendary figure: The Artist Formerly Known as Prince. Remembering that Prince had never met his lifelong hero, Muhammad Ali, Clark reached out to Prince’s manager with a bold proposition. “I understand The Artist is a fan of Ali’s but has never met him,” Clark began, explaining the short notice and lack of a travel budget for the press conference in Washington, D.C. Prince’s manager was intrigued but cautious, promising only to reach out to the musician.

Just over an hour later, Clark received the call he’d hoped for: Prince, in a gesture that spoke to his admiration for Ali, would come to Washington at his own expense to support Ali’s vision of HEALING. On June 24, 1997, two days after the invitation, Clark had the profound honor of introducing Prince to Muhammad Ali.

Years later, after Ali’s passing, the BBC reached out to Clark to recount the day when these two iconic figures met in Washington to champion Ali’s call for compassion and healing on a global scale.
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PRINCE HIGHLIGHT

In an effort to promote The World HEALING Project, Clark helped secure a press conference with MTV that would be held at the Hay Adams Hotel across the street from the White House. Working with former Clinton staffer George Stephanopoulos and Chief of Staff Rahm Emanuel, Clark secured the support and participation of President Bill Clinton.
 
To further amplify the message, Clark looked to bring in additional celebrity support and remembered that he had read somewhere, that The Artist formerly known as Prince had never met his hero Muhammad Ali. Knowing the probability was low, Clark called The Artist’s manager and began, “I heard that The Artist is a Muhammad Ali fan, and has never met him." Clark then explained that the press conference was just two days away and there was no budget to cover any of The Artist’s travel expenses should he agree to come to Washington, DC. After telling Clark it was a long shot at best, the manager pledged to call The Artist at Paisley Park to run the idea by him.  
 
A little over an hour passed before Clark was notified that his gamble had paid off, and learned that The Artist considered it an honor to travel to Washington, DC at his own expense, to help support his childhood hero Muhammad Ali and his message of HEALING. Two days later on June 24, 1997, Clark had the honor of introducing The Artist to Muhammad Ali.  
 
Years later when Muhammad Ali passed away, Clark was interviewed by the BBC to find out what happened on the remarkable day he brought these two icons together at The World HEALING Project press conference.
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PRINCE HIGHLIGHT

In an effort to promote The World HEALING Project, Clark helped secure a press conference with MTV that would be held at the Hay Adams Hotel across the street from the White House. Working with former Clinton staffer George Stephanopoulos and Chief of Staff Rahm Emanuel, Clark secured the support and participation of President Bill Clinton.
 
To further amplify the message, Clark looked to bring in additional celebrity support and remembered that he had read somewhere, that The Artist formerly known as Prince had never met his hero Muhammad Ali. Knowing the probability was low, Clark called The Artist’s manager and began, “I heard that The Artist is a Muhammad Ali fan, and has never met him." Clark then explained that the press conference was just two days away and there was no budget to cover any of The Artist’s travel expenses should he agree to come to Washington, DC. After telling Clark it was a long shot at best, the manager pledged to call The Artist at Paisley Park to run the idea by him.  
 
A little over an hour passed before Clark was notified that his gamble had paid off, and learned that The Artist considered it an honor to travel to Washington, DC at his own expense, to help support his childhood hero Muhammad Ali and his message of HEALING. Two days later on June 24, 1997, Clark had the honor of introducing The Artist to Muhammad Ali.  
 
Years later when Muhammad Ali passed away, Clark was interviewed by the BBC to find out what happened on the remarkable day he brought these two icons together at The World HEALING Project press conference.
VIEW ARTICLE

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