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Impossible Brief - Blood Relations

Project Aim

This project was part of "The Impossible Brief", launched at the Cannes Lions International Festival of Creativity in 2010, a competition run by Saatchi & Saatchi BBR Tel Aviv, to encourage people around the world to think of original and creative ideas of how to bring Israelis and Palestinians together.

How It Works

Saatchi & Saatchi BBR Tel Aviv worked with the Peres Center and the Bereaved Parents Circle to launch Blood Relations – a campaign that unites bereaved Palestinian and Israeli families to donate blood to a joint blood bank. The campaign asks: "Could you hurt someone who has your blood running through their veins?" An Israeli hospital agreed to take Palestinian Blood and an Islamic hospital agreed to take Israeli blood. This then inspired similar donation events internationally as well as virtually. In June 2012 the Blood Relations campaign was awarded United Nations Gold Awardץ In addition, the campaign has also been awarded Idea of The Year by the Saatchi & Saatchi Worldwide Creative Board headed by Robert Senior. Board members are creative heavyweights from around the network such as Pablo Del Campo, Creative Director Saatchi & Saatchi Argentina, Kate Stanners, Creative Partner Saatchi & Saatchi London, John Pallant, Regional Creative Director EMEA and Tom Eslinger, Worldwide Creative Director Digital. Blood Relations is now on the UN agenda and continues to gain momentum around the world.

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The Peres Center For Peace
132 Kedem St., Tel Aviv-Jaffa,
68066 Israel


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Photo Credits:

Efrat Sa'ar
Nir Keidar
Amit Geron
Guido Frebel
Ronnie Gross
Michal Shaffer

Ohad Zwigenberg

Rafi Daloya

Elad Malka

Government Press Office