The Peres Centre for Peace: Blood Relations

Rachel Friend
BBR Saatchi & Saatchi

Campaign details

Brand owner: Peres Centre for Peace
Agency: BBR Saatchi & Saatchi
Brand: Blood Relations
Country: United Kingdom, Israel, Palestinian Territories, United States
Industry: Charities and voluntary organisations
Media budget (USD): Up to $500k
Channels used: Branded content, Cinema, Events and experiential, Internet - microsites, widgets, Online video, Other and ambient media, Public relations, Social media, Word of mouth and viral

Executive summary

For Israelis and Palestinians who have lost loved ones in the conflict to donate blood to people on the other side of the divide is a powerful gesture of reconciliation and hope.

This case study describes a campaign built on the following insight: "Could you hurt someone who has your blood running through their veins?"