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Blood Relations Campaign Wins United Nations Gold Award

For the first time ever, an Israeli campaign has been awarded the United Nations Gold Award. In June 2012, the Blood Relations campaign, which unites bereaved Palestinian and Israeli families to donate blood to a joint blood bank, was awarded this honor. Baumann Ber Rivnay (BBR Saatchi & Saatchi Tel Aviv) worked with the Peres Center and the Parents Circle Families Forum to launch the campaign as an entrant to the "The Impossible Brief" competition. Launched at the Cannes Lions International Festival of Creativity in 2010 and run by Saatchi & Saatchi BBR Tel Aviv, the competition encouraged people around the world to think of original and creative ideas of how to bring Israelis and Palestinians together. Blood Relations was the winning campaign, asking the question:  "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. The campaign was also awarded Idea of The Year by the Saatchi & Saatchi Worldwide Creative Board headed by Robert Senior. Board members are creative heavyweights 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. Click here to watch the short campaign video.


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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