Well, they aren't campaigning for peace ON Facebook, so I don't see why you think this is about equality in facebook itself. I don't see why equal in rights and opportunity is nebulous either. If you look at one of the contrasts on peace.facebook.com, Israel and Palestine, it's pretty obvious that the two populations are not equal in rights or opportunities and that this is the reason for the current strife in that region.
"Equal in rights and opportunity" still doesn't mean much. How can Facebook enforce equal opportunities? And everybody on Facebook is equal. So you're still dealing with a nebulous term.