The Shared Values Initiative was a public relations campaign that was intended to sell a "new" America to Muslims around the world by showing that American Muslims were living happily and freely, without persecution, in post-9/11 America. Funded by the United States Department of State, the campaign created a public relations front group known as the Council of American Muslims for Understanding (CAMU). The campaign was divided in phases; the first of which consisted of five mini-documentaries for television, radio, and print with shared values messages for key Muslim countries.