PeaceJam was launched in the USA in 1996. Ivan Suvanjieff, an artist and musician, had been talking with some gang members in North Denver, when he discovered that these young men with guns greatly admired Archbishop Desmond Tutu for his non-violent efforts toward social change. He then realized that Nobel Peace Laureates could act as alternative role models for disaffected youngsters. His colleague, Dawn Engle, helped him contact the Dalai Lama, whom she had met during her years of work for the U.S. Congress. His Holiness loved their idea and helped them set up PeaceJam as a vehicle to enable his fellow Laureates to teach young people the art of peace.