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...