Daisy Alliance had its genesis in Colin Powell’s 2003 speech to the United Nations Security Council on Iraq’s (non-existent) nuclear weapons program. Our founder, Bruce Roth, an Atlanta businessman, was inspired by the speech to research war and weapons of mass destruction. What he discovered was truly chilling—biological, chemical, and nuclear weapons pose a major threat to civilization and have no place in warfare. Bruce published his research in his book, No Time to Kill, a layperson’s guide to WMD, terrorism, and genocide through the lens of anthropology, psychology, foreign policy, religious violence, the history of war, and the rule of law. In 2004, Bruce founded Daisy Alliance, to educate people from all walks of life about the threats posed by weapons of mass destruction and to fund efforts to regulate and eliminate nuclear weapons using profits from his book.
The 'daisy' in Daisy Alliance references Lyndon B. Johnson's campaign ad during his 1964 presidential campaign. While 'The Daisy Ad' only aired once, it has become a landmark in the history of political advertisements and the politics of nuclear weapons. The ad was intended to highlight Johnson's anti-war and anti-nuclear stance, implying that his choosing his opponent, Barry Goldwater, would lead to nuclear war.
Daisy Alliance is a 501(c)3 non-profit focused on broadening education and awareness on the risks posed by nuclear weapons, with an emphasis on bridging the gap between today's youth and the older generations. We approach nuclear weapons policy through an intersectional lens, rather than the traditional national security lens. Our mission is to reframe public discourse on nuclear weapons by emphasizing the catastrophic humanitarian consequences of nuclear war, promoting the global anti-nuclear norm, and broadening the definition of national security to include human security. Our work challenges existing national security frameworks by examining the consequences of nuclear arsenals on vulnerable populations, and the inherent racism, sexism, and legacies of colonialism in nuclear and security policies. Daisy Alliance aims to build a new generation of public officials dedicated to changing the way we view security and the role of nuclear weapons in providing that security.
One key emphasis of our work is broadening education curricula to cover nuclear weapons topics more deeply and critically. Our education program provides educational and training resources on salient nuclear weapons issues, such as US nuclear posture, reducing the risk of a nuclear detonation through policy change and international fora, and promoting alternative international relations frameworks. We strive to highlight for students the consequences of nuclear weapons on “human” rather than “national “security.” To support this goal, we create educational materials for high school and college students designed to situate nuclear weapons within a broad context, examining nuclear weapons from diverse perspectives and linking to other salient issues. Educational programming priorities include drawing the historical and present-day ties the nuclear weapons complex has to other salient issues youth face today such as racism, sexism, classism, and war and imperialism. Application of broader social contexts in which nuclear weapons currently exist and impose risks even without their use in an active war is organized by day-long conferences simulating for students the diplomatic negotiations processes current heads or representatives of States undergo to determine our nuclear futures.
The resources we provide encourage tomorrow's leaders to think outside the box to develop novel solutions to prevent the devastating consequences of a nuclear detonation. We firmly believe this approach to education can more critically rebuild the nonproliferation and disarmament movement as it not only deepens the ties new youth activists can have to these issues but also potentially bring in greater numbers of students of color or otherwise marginalized backgrounds who are all currently egregiously underrepresented in the nuclear policy space.
We also engage in raising public awareness on the risks nuclear weapons pose to humanity through public lectures on the humanitarian effects of nuclear weapons, reframing how we think about nuclear weapons, and examining the role nuclear weapons play in global security and relations between countries. As a member of the Back From the Brink campaign, Daisy Alliance engages in local, grassroots organizing to promote sensible solutions to reduce the threat of nuclear weapons. A key part of our advocacy and organizing efforts is to strengthen the nuclear disarmament and nonproliferation movement by increasing diversity of those who make up the peace movement. Some of the anti-nuclear movement's richest moments in history come from the actions of people of color, including Dr. Martin Luther King Jr., the Black Panthers, indigenous leaders from Alaska and the Navajo Nation, and countless citizens of non-aligned and Global South countries. People who more often than not have been most affected by the development and testing of nuclear weapons, and nuclear weapons policies. We work to ensure no one is excluded from having a seat at the table, aiming to address systemic discrepancies in the levels of engagement.
Prior to founding Daisy Alliance, Bruce A. Roth founded Roth & Associates, a full-service benefits brokerage and consulting firm, and Coordinated Capital Corporation, a Registered Investment Advisor. He also co-founded ERISA Pros, which provides ERISA compliant documents for employers to meet required Department of Labor financial reporting disclosures. Bruce was admitted to the Registry of Financial Planning Practitioners and was a member of Mensa. He was a Series 7 and 63 Registered Representative and licensed Insurance Coordinator. He has presented continuing education lectures for attorneys, accountants, and trust officers on advanced insurance topics, and he has been published in Business Insurance magazine.
Sadly, we lost Bruce in December 2021, but his legacy remains and we are committed to continuing his dream of ‘making the world free from WMD.’ Bruce resided in Atlanta with his wife and daughter, and was passionate about tennis, opera, and of course, raising awareness about the dangers of nuclear weapons. He believed in approaching nuclear weapons from a holistic perspective and aimed to impassion people from all walks of life to work towards global peace and unity.