Ben & Jerry's joins with Lennon estate for peace.

Ben & Jerry's announced a joint effort with The Lennon Estate and Peace One Day, a non-profit organization focused on raising global awareness of the UN day of global ceasefire and non-violence on September 21st annually. As part of the effort, the company is introducing a John Lennon tribute flavor, "Imagine Whirled Peace," a caramel and sweet cream-based ice cream with toffee cookies and chocolate peace signs, developed to further support Ben & Jerry's social mission campaign.

"When Ben & Jerry's decided to engage in a campaign about peace, we couldn't think of a better person to exemplify the message than John Lennon. Through his art and lyrics he imagined a world without war and asked us all to 'Give Peace a Chance,'" said Jerry Greenfield, co-founder of Ben & Jerry's. "We're urging people to log on to PeaceOneDay.org and to make their own commitment to Peace Day."

To launch the product and the joint effort, the three organizations hosted a modern-day "Peace Bed-In" to recognize leaders in today's movement, an homage to the "Bed-in For Peace" hosted by John Lennon and Yoko Ono thirty-nine years ago to the day of the launch. The legendary event inspired an entire generation of people from around the world to think about peace during a critical time of war in 1969.

Participating in the current event, along with company founder Greenfield, were Maggie Gyllenhaal, award-winning actress and demonstrated peace activist; Jeremy Gilley, founder of Peace One Day and director/producer/writer of the Cannes-debuted film, "The Day After Peace"; and Roy Kerwood, original photographer from Lennon's 1969 Montreal Bed-in. The bed-in took place at the Ben & Jerry's Times Square Scoop.

"As a company that has supported peace initiatives throughout our thirty year history, Ben & Jerry's is thrilled to continue its commitment through a joint effort with Peace One Day," said Walt Freese, Chief Euphoria Officer of Ben & Jerry's. "Founder Jeremy Gilley, has worked tirelessly to help create a UN recognized annual day of global ceasefire and non-violence, now universally known as Peace Day. We applaud his efforts and are excited to join his mission to encourage people to recognize and celebrate Peace Day, and to support Peace One Day's event on September 21st."

Yoko Ono's inspirational statement read by Ben & Jerry's co-founder Jerry Greenfield expressed her continued support and vision for the campaign: "Make peace--a dream you dream alone is only a dream. A dream you dream together is reality."

To further its peace-focused campaign, Ben & Jerry's held a nationwide search to identify modern-day peace activists who embody the values set forth by Lennon through their work to create positive change in the world. Today, the search culminated with the announcement of two individuals whom were chosen to represent the next generation of peace pioneers.

The individuals recognized for their unique efforts to further the cause of peace and justice, were Aaron Voldman, co-founder of the Student Peace Alliance, a national student and youth movement for a culture and Department of Peace and Nonviolence; and Robert Kent, founder of the Peace Camp Initiative, a program that provides summer camp experiences for war-torn children from Israel and Palestine. Maggie Gyllenhaal and Jerry Greenfield presented the winners with a $10,000 donation from Ben & Jerry's to the respective peace organizations.