The important, if not crucial, role civil society can play in conflict transformation has been well documented. However, one finds very few studies on civil society initiatives attempting to bridge the Turkish-Armenian divide. This paper presents an overview of such initiatives and tries to assess the impact they had on the mutual perceptions of Turks and Armenians. The paper treats the apology campaign initiated by 200 Turkish intellectuals as a case study. By looking at the way Turkish intellectuals, the Turkish and Armenian media and organizations portrayed the apology and reacted to it, the paper attempts to demonstrate the pitfalls and opportunities that civil society initiatives present for the Turkish-Armenian case.