BLOOD RELATIONS by BBR Saatchi & Saatchi Israel for THE PERES CENTER FOR PEACE

BLOOD RELATIONS

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market Israel
Agency BBR Saatchi & Saatchi Israel
Director Guy Michael
Creative Director Tomer Gidron, Eran Nir
Art Director Nathan Freifeld
Copywriter Shachar Aylon
Producer Bosmat Marmarely
Digital Creative Director Eddie Goldenberg
Strategic Planner Rachel Friend
Editor Guy Dagan
Released June 2012

Awards

Eurobest 2012
PR Non-Corporate Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Charity and Not for Profit
Advertiser: THE PERES CENTER FOR PEACE
Product/Service: RECONCILIATION
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Advertiser THE PERES CENTER FOR PEACE
Product RECONCILIATION
Entrant BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Type of Entry: Sectors & Services
Category: Charity and Not for Profit
Title: BLOOD RELATIONS
Advertiser/Client: THE PERES CENTER FOR PEACE
Product/Service: RECONCILIATION
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
DM/Advertising Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Chief Creative Officer: Yoram Levi (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Agency Producer: Dorit Gvili (Baumann Ber Rivnay Saatchi & Saatchi)
Creative Director: Tomer Gidron (Baumann Ber Rivnay Saatchi & Saatchi)
Creative Director: Eran Nir (Baumann Ber Rivnay Saatchi & Saatchi)
Digital Creative Director: Eddie Goldenberg (Baumann Ber Rivnay Saatchi & Saatchi)
Copywriter: Shachar Aylon (Baumann Ber Rivnay Saatchi & Saatchi)
Art Director: Nathan Freifeld (Baumann Ber Rivnay Saatchi & Saatchi)
Producer: Bosmat Marmarely (Baumann Ber Rivnay Saatchi & Saatchi)
Account Executive: Noa Sharf (Baumann Ber Rivnay Saatchi & Saatchi)
Account Group Director: Nir Federbush (Baumann Ber Rivnay Saatchi & Saatchi)
Senior Planner: Guy Gordon (Baumann Ber Rivnay Saatchi & Saatchi)
Strategic Planner: Rachel Friend (Baumann Ber Rivnay Saatchi & Saatchi)
Digital Art: Steve Reiches (Baumann Ber Rivnay Saatchi/Saatchi)
Programmer: Leonid Angarov (Baumann Ber Rivnay Saatchi & Saatchi)
Initiator Of The Idea: Jean-Christophe Royer ()
Director: Guy Michael ()
Director of Photography: Benjamin Hiram ()
Editor: Guy Dagan ()
Music/Artist: Tomer Beran ()
Describe the campaign/entry
The concept of 'Blood Relations' was born out of an initiative called the 'Impossible Brief'. Creative minds all over the world were invited to present ideas that would bring Israelis and Palestinians closer together. The winning idea from France, as judged by a panel of Palestinians and Israelis, inspired 'Blood Relations'.
This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity.

People who couldn’t donate blood physically, donated virtual blood on Facebook.
We organised mutual blood donations, starting with those with the most reason to hate: bereaved Israeli and Palestinian families.
We produced an 8-minute documentary about the project and submitted it to international film festivals.
The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials.
The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support.
- The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people),
- Blood Relations was covered internationally by news channels, hundreds of blogs, websites and street teams,
- The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support.
Describe the brief from the client
The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together.
Success would be measured in the number and the profile of stakeholders who would take part in the activity, the extent of media coverage, and the degree of engagement of governments, officials and other high-level decision-makers.
The activity targeted both those directly in involved in the conflict as well as stakeholders and other concerned citizens around the world.
The real-life insights and experiences of ordinary Israelis and Palestinians, some of whom have lost loved ones in the conflict, formed the basis of the research for the campaign.

Results

- The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people),
- Blood Relations was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets,
- Featured on hundreds of blogs and websites,
- The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support,
- The campaign elicited a direct response from the United Nations and the White House and other organisations are coming forward to take part such as the US Congress, US State Department and The International Red Cross, The British Parliament, and the Islamic Society of Britain.

Creative Execution

We organised mutual blood donations for bereaved Israeli and Palestinian families.
We asked people to stop spilling blood and to start sharing it.
We produced an 8-minute documentary about the project and submitted it to international film festivals.
The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials.
Street teams were deployed in different cities to spread the message, armed with branded campaign tool kits.
The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support.
People who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.
Many donors tweeted, which helped spread the message.


The Blood Relations project was devised for The Peres Center for Peace, a non-profit, non-governmental organisation dedicated to furthering peace in the Middle East through socio-economic cooperation and people-to-people interaction.
The background to the campaign is the 64-year Israeli-Palestinian conflict and the prevailing sense of hopelessness among ordinary people from both sides.
This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity


The strategy was to bypass the official, long-stagnating peace process, and engage the 2 communities at a grassroots level by drawing attention to their common humanity, not their political differences.
By side-stepping the many intractable political and historical issues that separate the 2 sides, we wanted to encourage people to look at one another as human beings, all of the same flesh and blood, with a shared destiny.
The insight: 'Could you hurt someone who has your blood running through their veins?'