The Peres Centre for Peace: Blood Relations

This case study describes a campaign that aimed to reconcile Israeli and Palestinian people. It outlines an initiative to encourage blood donation by victims of violence on one side of the Israeli-Palestinian conflict to victims on the other, as a way to reframe the context as one based on commonality not difference.

The Peres Centre for Peace: Blood Relations

Rachel FriendBBR Saatchi & Saatchi

Campaign details

Brand owner: Peres Centre for PeaceAgency: BBR Saatchi & SaatchiBrand: Blood RelationsCountry: United Kingdom, Israel, Palestinian Territories, United StatesIndustry: Charities and voluntary organisationsMedia budget (USD): Up to $500kChannels 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...

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