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en We appoint hell for him, to enter it, blameful and spurned. Whoever desires the Hereafter and strives for it with an endeavor worthy of it, should he be faithful,—the endeavor of such will be, well appreciated.”

(17:18-19)





بِسْمِ اللَّهِ الرَّحْمَٰنِ الرَّحِيمِ



The most Wise (swt) say the destiny of man is the eternal abode of hereafter, for those who wish for this world, they will be granted it; however the hereafter is nothing but hell. In today’s world of time and technology, we are surrounded by various mediums like Internet, Mobile phones, Television & mass media that not only affect our actions but also our thoughts. The role these mediums play in our lives cannot be ignored, they not only entertain us but they also train us. They not only influence our moods but they also influence our decisions and choices. They not only change our culture but they also change our values. A little while ago, the values that were considered as a flaw, today they are considered as an asset and the values that were considered as an asset are considered as a weakness. While we are busy with our struggling lives, we barely pay attention to the fact that the same media is moulding our children. When Lucy Huges – VP of Initiative media, co-creator of Nag Factor is asked ‘Is it ethical to socially manipulate children’s mind?’ – She says ‘I dunno, our job is to move product, and if we have placed a product through a particular media and are able to move it, then we did our job, The children are our customers of tomorrow, if we talk to them today, we can get them tomorrow” (from the documentary The Corporation). Our children are targeted with a ‘360 degree’ marketing technique, and their minds are fed with the value system of ‘Consumerism’ and ‘Materialism’. They are targeted though food products, TV, clothing, even through their schoolbooks and stationery, leading to a constant conditioning of their subconscious mind. This conditioning not only hampers their value system, leading to an inappropriate and undesired behaviour, but it also hampers their learning ability, it dramatically affects the learning curve of the child. Studies have shown that by watching ‘Sponge bob square pants’ for 10mins the learning curve of a group of school children dropped by 27%. Conditioning the subconscious mind is not a new concept, in 1920’s Ivan Pavlov stumbled upon this new discovery and since then extensive researches were conducted in this field, aimed at training, altering and controlling the subconscious mind. Some institutions have made an effort to educate and warn the parents regarding the ‘360 degree’ marketing, and conditioning of the subconscious mind, however they fail to provide an alternative to such a malicious and corrupt approach. We would highly encourage you to have a look at the presentation accompanied by this document, so that you get a fair idea of where we stand today.



‘Witty Stuff’ and Ma’aref Books has taken upon themselves as a social responsibility to protect and safeguard our children from such conditioning. As a result, we plan to launch a series of products that will facilitate the parents and the teachers to protect the true value system, learning abilities and dramatically increase the learning curve of the children. The need of this project



Those who have faith they fight in the way of Allah, and those who are faithless they fight in the way of fake gods. So fight the friends of Satan; indeed the stratagems of Satan are always flimsy. (4:176)



This project is the essential shield to create that protective environment for our children, to safe guard them from undesired conditioning. In 1960’s the conditioning was through subliminal messages, but now apart from the subliminal messages, information is being fed directly to the children. Today on an average, a child is bombarded with more than 3000 subliminal messages in a day, through various forms of advertisement. Unfortunately many people do not believe in the conditioning through the media; with the highest degree of faith and confidence they handover their children to the television. However, it is the dramatic change in the behaviour of the child, which makes it easy for us to identify these conditioning patterns. Their behaviour with their parents is not like that of a guardian, an advisor, and a friend but like a hurdle & threat to their progress & freedom. The way they treat money, power and freedom, it is not like a ‘means’ to achieve the final goal, but as a goal itself. We cannot deny the efforts put in by the parent to create a healthy and positive environment for the child’s upbringing; however, where they fall short is the time. While parents at best are able to give an average of 2-3 hours of dedicated time in a week, the child spends an average of 21-25 hours with television, mobile phones and media at large. Not only the efforts of the parents are washed away, but a new set of values, ideology and culture is inculcated among the children. One of the great scholars of time says “The worst thing that can happen to a society is ‘sins’ be treated like good deeds, and vice versa, resulting in a 180 degree change in culture”



In another statement, this great scholar says, “Enemy wants to take away our children and youth from us by propagating incorrect, violent and vulgar culture. It’s a blitzkrieg, a cultural attack, an invasion and massacre of culture.” We need to ask “Can a person whose heart and soul is conditioned with materialism and consumerism protect the true values of the society? Or a person with strong faith and imaan?”







The ever-growing consumerism, materialism and cultural change are the greatest barrier towards a Just and positive Society with responsible citizens. Unless we revert to the true Islamic ideology and values, the Goal of creating a just and positive Society only remains as a dream. The desired outcome



As we understand that conditioning is not a onetime act, the un-conditioning is also not a onetime process, such that we give a capsule to every child and the child is un-conditioned overnight. Research has proven that sometimes un-conditioning takes twice as much time and effort as conditioning. This project aims at un-conditioning, and neutralising the impact of media conditioning and inculcating the true Islamic ideology and values among the youth. Today’s children are citizens of tomorrow, they are the future of humanity, future of Islam. These projects though aimed at children, they have a 360-degree impact. A child, whose sub-conscious mind is conditioned, acts and reacts involuntarily to a situation and an external stimulus, while an un-conditioned child would act wisely. The progress of mankind is based on wise decision and not on impulse reactions. The project is aimed at neutralising the conditioning and controlling the impulsive reactions of the child. On their learning abilities. The research has shown that the children who watch TV suffer from ADHD and to resolve this they watch more TV. Watching TV, directly hampers the learning and grasping abilities of the child. These projects aim to keep the child way from TV and mobile phones. Indirect Impact
On educational institutions, as the children’s performance increases the institutions will yield better output and focus on increasing their standards. On family system, as the projects inculcates good value system, love, respect and other Islamic values
On society at large, children play a vital role in building the society. Today we are witnessing a glimpse of what happens when the children are fed with values of materialism, consumerism and egotism. However if these values are replaced with Islamic values, altruism, love, respect, sharing and caring, we would witness a dramatic change in the society; where the universal values and servitude to Allah (swt) would hold greater importance than the person or the society itself. On culture, value system, choices and decisions taken. Prior to 1980’s the children dreamt of becoming a teacher, a doctor, a nurse, an engineer, but today they dream of being someone famous and rich! It will help in reviving the true Islam of our Holy Prophet SAWS. It will impact the Qalb and Imaan of the child helping him to gain closeness to Allah (swt), Ahlulbayt (as), and Holy Quran etc… The subconscious conditioning of the children have made them materialistic, egotist and self-centered individuals. Holy Quran says ‘But you prefer the life of this world, while the hereafter is better and lasting.’ (87:16-17)
‘As for him who has been rebellious and preferred the life of this world, his refuge will indeed be hell.’ (79:37-39)

InshAllah, these projects will neutralize the effect of conditioning and revert them back to being submissive to Allah (swt) and values & ethics of Islam. It will facilitate the focus on akhirat and dunya (world) and not just dunya. It will help live their life in accordance with Islam e Naab e Muhammadi (saws)
It will help the children apply the laws (jurisprudence rulings) of Islam in their life. In the longrun Islam will reap the greatest benefit.– InshAllah. Ma’aref Projects

InshAllah

Islamic video based on stories (teaching Usool and furoo e deen)
DIY (Do it yourself) Islamic games n activities
Story books with manners and ethics
One book one short story, with colouring option
Colourful story books. Story books on prophets’ l