Just Peace Advocates

What Just Peace Advocates does

Just Peace Advocates (operating in French as Mouvement Pour Une Paix Juste) is a Canadian-based independent, non-profit human rights organization founded in 2018 and headquartered in Toronto, Ontario. The organization promotes "Just Peace" (Paix Juste) through the rule of law and respect for human rights, with a primary focus on Palestinian human rights in Canada and the realization of self-determination for the people of Kashmir. Its service offerings are organized into five interconnected hubs: the Justice Hub (accessible rights information), Communication Hub (analysis on Kashmir and Palestine), Advocacy Hub (civil society accountability campaigns), Policy Hub (research and analysis), and Action Hub (campaigns, webinars, and alliance-building). Core products include the Legal and Tactical Guide for Palestinian rights activists in Canada (last revised 2025), a pro-bono legal intake and incident-reporting service, downloadable factsheets covering free speech, human rights law, demonstrations, FOI requests, and BDS resources, plus an annual report and newsletter series.

The underlying technology stack is intentionally lightweight and non-proprietary: a WordPress-based website hosts downloadable PDFs and resource libraries, ActionNetwork powers email subscriptions and petition/letter-writing campaigns, and standard social media channels (Facebook, X/Twitter, LinkedIn) provide distribution. There is no disclosed AI/ML capability, API, or mobile application. Revenue mechanics are donation-based, supplemented by a fundraising partnership with Palestine Just Trade Inc. (sales of Medjool dates and Taybeh wine/beer channel proceeds to the organization). The customer base is distributed across Palestinian rights activists in Canada, the Kashmiri diaspora, Canadian legal professionals, student activists, and 100+ partner civil society organizations including the Canada-Wide Peace and Justice Network (45 groups), Al-Haq, Independent Jewish Voices Canada, KSCAN, and the Canadian BDS Coalition. The organization has developed a distinctive regulatory advocacy function, contributing to the Canada Revenue Agency's revocation of over 30 charities linked to Israeli occupation, including JNF Canada (2024), the Ne'eman Foundation (August 2024), and CZCA/Canada Charity Partners (February 2026).

Name

Just Peace Advocates

Legal name

Just Peace Advocates

Website

https://justpeaceadvocates.ca

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Just Peace Advocates is a Toronto-based Canadian non-profit human rights organization that provides legal resources, research, and advocacy focused on Palestinian rights in Canada and Kashmiri self-determination. It serves activists, students, legal professionals, and 100+ partner civil society organizations through education, campaigns, and regulatory advocacy.

Ownership category

akta.pro rank

Product category

Human Rights Advocacy

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (81331), Other Social Advocacy Organizations (813319), Offices of Lawyers (54111)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300), Services-Legal Services (8111)

akta.pro primary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

akta.pro secondary industries

Civil Liberties & Constitutional Rights Advocacy (BPAGAFAA), Legal Aid & Client Advocacy Services (BPAGAEAM), Human Rights Monitoring, Documentation & Advocacy (BPADAGAK)

Keywords

• Human rights advocacy
• Legal resources
• Civil society campaigns
• International law advocacy
• Human rights education

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations and Charitable Contributions: Just Peace Advocates operates as a Canadian independent human rights organization funded through donations from individuals and organizations supporting their mission of promoting Just Peace through rule of law and respect for human rights.

Distribution channels3 records

Marketing channels7 records

Core offering

Just Peace Advocates is a Canadian-based independent non-profit human rights organization that provides research, legal resources, advocacy, and educational programming focused on Palestinian and Kashmiri human rights. Its core offerings include a downloadable Legal and Tactical Guide for activists, free legal intake and incident reporting services, information bulletins on free speech and human rights law, and coordinated campaigns that mobilize civil society to hold Canadian institutions accountable under international law.

Product overview

Just Peace Advocates/Mouvement pour une Paix Juste operates as a Canadian-based independent human rights organization rather than a commercial product company. Its offerings consist of advocacy and educational services organized around several interconnected hubs: the Justice Hub provides accessible legal rights information; the Communication Hub offers analysis on Kashmir and Palestine; the Advocacy Hub facilitates civil society accountability campaigns; the Policy Hub conducts research and analysis; and the Action Hub manages campaigns and alliance-building. Key service offerings include a Legal and Tactical Guide for activists, legal intake/referral services, incident reporting, and downloadable information bulletins covering free speech rights, human rights law, demonstration guidelines, and BDS resources. The organization runs focused campaigns on Palestine and Kashmir human rights issues.

Differentiator

Problem solved

Functional benefit

Products and services

• Legal and Tactical Guide A comprehensive downloadable PDF guide providing Palestinian rights activists in Canada with basic information on legal issues they may face and tips on how to navigate them, including campus-specific guidance for student activists.
• Legal Resources and Information Bulletins Downloadable information bulletins covering Practical Tips for Activism, Free Speech Rights factsheets, Human Rights Law information, Demonstrations guidance, Freedom of Information Request assistance, and Boycott Divestment Sanctions (BDS) information.
• Get Help / Legal Intake Service Pro-bono (free) legal advice or referral service for individuals seeking legal and advocacy assistance related to Palestinian rights activism in Canada.
• Report Incident Service Service enabling concerned individuals to report rights violations and receive free legal advice in connection with Palestinian rights activism in Canada.
• Campaigns Program Educational and advocacy campaigns engaging civil society to hold governments, media, and institutions accountable regarding international law and human rights violations in Palestine and Kashmir, including letter-writing and petition drives.
• International Law Study Trip to Palestine Educational study trip co-organized with Al-Haq Center for Applied International Law for Canadian lawyers and leaders, including field visits, presentations, and discussions on Palestine and international law.

Quantifiable outcome

• Over 2,000 letters sent to Canadian government on Kashmir crisis in 2019
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Al-Haq Center for Applied International LawcoreStrategic or Co-development Partner · 22 March 2020Al-Haq Center for Applied International Law partnered with Just Peace Advocates to organize an International Law Study Trip to Palestine for Canadian Lawyers and Leaders (March 22 to April 2, 2020). Includes field visits, presentations, and discussions led by professionals and experts on the question of Palestine and International Law. Also partnered on the Gaza 20/20 campaign.
• Palestine Just Trade Inc.coreStrategic or Co-development PartnerPalestine Just Trade Inc. sells Palestinian products (Medjool dates, Taybeh wine and beer) with proceeds going to support the work of Just Peace Advocates in Canada and in support of work in Palestine. This is a key fundraising partnership.
• Canada-Wide Peace and Justice Network (CWPJN)coreStrategic or Co-development PartnerJust Peace Advocates is a member of the Canada-Wide Peace and Justice Network, a coalition of 45 peace and anti-war groups across Canada. The network coordinates actions and campaigns including the Peace for Climate Justice declaration and other joint advocacy efforts.
• Kashmir Scholars Consultative Action Network (KSCAN)coreStrategic or Co-development PartnerJust Peace Advocates joined KSCAN and 50+ organizations to call for boycott of G20 meetings in Kashmir. Works on coordinated advocacy regarding Kashmir human rights.
• Miles Howe and Paul Sylvestre (Academic Researchers)minorStrategic or Co-development PartnerAcademic researchers whose work on 'Burner Charities and Big Gifters' published in State Crime Journal is cited as source for information on Canadian charities funding Israeli occupation. Just Peace Advocates promotes their academic findings.
• Independent Jewish Voices Canada (IJV)coreStrategic or Co-development PartnerJust Peace Advocates works with IJV on calling for action on Canadian charities funding Israeli war crimes. Joint advocacy and campaign coordination.
• Good Shepherd Collective and Palestinian Civil Society OrganizationscoreStrategic or Co-development PartnerPartnership with Good Shepherd Collective and several Palestinian organizations including Youth of Sumud, Popular Struggle Coordinating Committee, Hebron Defense Committee, Human Rights Defenders, and Jisoor on campaigns including Regavim regarding Canadian charitable donations funding indigenous erasure.
• Canadian BDS CoalitioncoreStrategic or Co-development PartnerJust Peace Advocates joins with the Canadian BDS Coalition on campaigns including calls for BDS in Canada and Jenin invasion response.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Al-Haq Center for Applied International Law: Palestinian human rights organization that is a documented core partner of Just Peace Advocates. Comparable legal-research and advocacy model, complementary rather than competing (international vs. Canadian-facing).
• Canadian BDS Coalition: Canadian coalition coordinating BDS campaigns; documented campaign partner of Just Peace Advocates on Jenin invasion response and BDS calls. Same thematic focus, complementary rather than competing.
• Canadians for Justice and Peace in the Middle East (CJPME): Canadian advocacy organization focused on peace and justice in the Middle East. Highly comparable mission, similar geographic focus on Canadian policy, and overlapping campaigns on Canadian complicity and BDS.
• Kairos Canada: Canadian ecumenical human rights coalition with a dedicated Palestine advocacy stream. Highly comparable as a Canadian registered-charity human rights NGO with similar coalition-based advocacy model.
• Palestinian Canadian Congress: Canadian Palestinian diaspora advocacy organization. Directly comparable as a Canadian-based organization advocating for Palestinian rights with similar community-based and policy-facing model.
• Independent Jewish Voices Canada (IJV): Canadian Jewish-led organization advocating for human rights including Palestinian rights. Documented coalition partner of Just Peace Advocates on charity-pipeline advocacy; directly comparable target audience and policy ask.
• Kashmir Scholars Consultative Action Network (KSCAN): Coalition of organizations focused on Kashmir human rights; Just Peace Advocates is a documented coalition member. Directly comparable on Kashmir advocacy specifically, despite narrower geographic remit.

Broad incumbents

• B'Tselem: Established Israeli human rights organization with deep research and documentation output. Comparable as a specialized human rights/research organization in the Palestinian rights space, though geographically and structurally different.
• Amnesty International Canada: Canadian branch of a major international human rights organization. Comparable as a donation-funded Canadian human rights NGO, but operates at much broader thematic and resource scale.

Emerging players

• Middle East Children's Alliance (MECA): US-based nonprofit raising funds for Palestinian children and communities. Comparable mission overlap on Palestinian rights and similar donation-driven advocacy and education model, though cross-border.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/AdvocatesJust
• Facebookfacebook.com/sharer.php?u=https://www.justpeaceadvocates.ca

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Peace Advocates