Byline: Toheed Ahmad I arrived Brussels in end August 1987 to report for duty at our Embassy for Belgium which also doubled as our Permanent mission to the European Union, besides looking after matters relating to the Grand Duchy of Luxemburg. I was brimming with the Allama Iqbal idea - the success of my project of establishing an Iqbal Cultural Centre at my last duty station, Damascus, had literally gone to my head. I had no idea how that obsession was going to play out in this quiet, little capital of Europe. It was some years after my assignment in Belgium ended that a non-profit organization by the name of Iqbal Foundation Europe was formally registered with the illustrious Annemarie Schimmel as its Founder-President. It's the story of this Foundation that I wish to share with you in these few paragraphs, in the hope that it may generate some interest in a field that we have largely overlooked i.e. Public Diplomacy.