The Peres Centre for Peace: Blood Relations – the Israeli-Palestinian Mutual Blood Donation Project

This case study describes how the Israeli-Palestinian Mutual Blood Donation Project encouraged hope and reconciliation in the Middle East.

The Peres Centre for Peace: Blood Relations - the Israeli-Palestinian Mutual Blood Donation Project

Saatchi & Saatchi Israel

Executive summary

To get Israelis and Palestinians who had lost loved ones in the conflict to voluntarily donate their blood to one another, in a powerful gesture of reconciliation and hope.

The insight behind Blood Relations can be summarized in a single question:

"Could you hurt someone who has your blood running through their veins?"

The question helps us to see the conflict from an entirely new perspective – one based on commonality, not difference. By sharing our blood, we can create...

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