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血缘关系
案例简介：描述活动/条目 “血缘关系” 的概念诞生于一个名为 “不可能的简报” 的倡议。世界各地的创造性思想被邀请提出将以色列人和巴勒斯坦人更紧密联系在一起的想法。一个由巴勒斯坦人和以色列人组成的小组判断，法国获胜的想法激发了 “血缘关系”。这种政治和思想的僵局要求进行大胆和鼓舞人心的公关活动，这将深刻地触动人们，并将对话从冲突转变为人类对话。不能献血的人，在 Facebook 上捐赠虚拟血液。我们 organised 相互献血，首先是那些最有理由仇恨的人: 失去亲人的以色列和巴勒斯坦家庭。我们制作了一部关于这个项目的 8 分钟纪录片，并提交给国际电影节。该项目在世界各地的大学、会议和展览中与社会活动家分享，包括在伦敦伦敦经济学院，以色列大使和巴勒斯坦高级官员参加了该项目。这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持。-血液关系运动在国家新闻中出现，达到惊人的 24% 的评级 (大约。1,600,000 人)，-血液关系在国际上被新闻频道、数百个博客、网站和街道团队报道，-这项活动激发了世界各地犹太人和穆斯林之间的相互献血, 以表示他们的支持。 描述客户的简报 血缘关系的目标是利用创造性思维帮助以色列和巴勒斯坦社区更紧密地联系在一起。成功将以参与活动的利益攸关方的数量和形象、媒体报道的程度以及政府的参与程度来衡量, 官员和其他高层决策者。该活动针对直接卷入冲突的人以及世界各地的利益攸关方和其他有关公民。普通以色列人和巴勒斯坦人的现实生活见解和经历，其中一些人在冲突中失去了亲人，构成了这项运动研究的基础。 结果 -血液关系运动在国家新闻中出现，达到惊人的 24% 的评级 (大约。1,600,000 人)，-血缘关系被全国广播公司、英国广播公司、路透社、美联社、《名利场》、《意大利浓缩咖啡》和其他主要媒体报道在国际上，-在数百个博客和网站上出现, -这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持,这场运动引起了联合国和白宫的直接回应，其他组织也纷纷前来参加，如美国国会、美国国务院和国际红十字会, 英国议会和英国伊斯兰社会。 执行 我们 organised 为失去亲人的以色列和巴勒斯坦家庭相互献血。我们要求人们停止流血，并开始分享。我们制作了一部关于这个项目的 8 分钟纪录片，并提交给国际电影节。该项目在世界各地的大学、会议和展览中与社会活动家分享，包括在伦敦伦敦经济学院，以色列大使和巴勒斯坦高级官员参加了该项目。街道团队被部署在不同的城市，以传播信息，配备有品牌的运动工具包。这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持。不能献血的人通过在 Facebook 上捐赠虚拟血液来表达他们的支持。许多捐助者发了推特，这有助于传播信息。 形势 血缘关系项目是为非营利组织佩雷斯和平中心设计的, 致力于通过社会经济合作和人与人之间的互动促进中东和平的非政府组织。这场运动的背景是 64 年的以色列-巴勒斯坦冲突和双方普通民众普遍的绝望感。这种政治和思想的僵局要求进行大胆和鼓舞人心的公关活动，这将深刻地触动人们，并将对话从冲突转变为人类对话 战略 该战略是绕过官方的、长期停滞不前的和平进程，通过提请注意两个社区的共同人性，而不是政治分歧，让它们在基层参与进来。通过将许多棘手的政治和历史问题分开，我们希望鼓励人们把彼此视为人类，所有的血肉之躯, 有着共同的命运。洞察: “你会伤害一个你的血液流过他们血管的人吗？”
血缘关系
案例简介：Describe the campaign/entry The concept of 'Blood Relations' was born out of an initiative called the 'Impossible Brief'. Creative minds all over the world were invited to present ideas that would bring Israelis and Palestinians closer together. The winning idea from France, as judged by a panel of Palestinians and Israelis, inspired 'Blood Relations'. This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity. People who couldn’t donate blood physically, donated virtual blood on Facebook. We organised mutual blood donations, starting with those with the most reason to hate: bereaved Israeli and Palestinian families. We produced an 8-minute documentary about the project and submitted it to international film festivals. The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials. The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. - The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people), - Blood Relations was covered internationally by news channels, hundreds of blogs, websites and street teams, - The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. Describe the brief from the client The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together. Success would be measured in the number and the profile of stakeholders who would take part in the activity, the extent of media coverage, and the degree of engagement of governments, officials and other high-level decision-makers. The activity targeted both those directly in involved in the conflict as well as stakeholders and other concerned citizens around the world. The real-life insights and experiences of ordinary Israelis and Palestinians, some of whom have lost loved ones in the conflict, formed the basis of the research for the campaign. Results - The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people), - Blood Relations was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets, - Featured on hundreds of blogs and websites, - The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support, - The campaign elicited a direct response from the United Nations and the White House and other organisations are coming forward to take part such as the US Congress, US State Department and The International Red Cross, The British Parliament, and the Islamic Society of Britain. Execution We organised mutual blood donations for bereaved Israeli and Palestinian families. We asked people to stop spilling blood and to start sharing it. We produced an 8-minute documentary about the project and submitted it to international film festivals. The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials. Street teams were deployed in different cities to spread the message, armed with branded campaign tool kits. The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. People who couldn’t donate blood physically showed their support by donating virtual blood on Facebook. Many donors tweeted, which helped spread the message. The Situation The Blood Relations project was devised for The Peres Center for Peace, a non-profit, non-governmental organisation dedicated to furthering peace in the Middle East through socio-economic cooperation and people-to-people interaction. The background to the campaign is the 64-year Israeli-Palestinian conflict and the prevailing sense of hopelessness among ordinary people from both sides. This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity The Strategy The strategy was to bypass the official, long-stagnating peace process, and engage the 2 communities at a grassroots level by drawing attention to their common humanity, not their political differences. By side-stepping the many intractable political and historical issues that separate the 2 sides, we wanted to encourage people to look at one another as human beings, all of the same flesh and blood, with a shared destiny. The insight: 'Could you hurt someone who has your blood running through their veins?'
BLOOD RELATIONS
案例简介：描述活动/条目 “血缘关系” 的概念诞生于一个名为 “不可能的简报” 的倡议。世界各地的创造性思想被邀请提出将以色列人和巴勒斯坦人更紧密联系在一起的想法。一个由巴勒斯坦人和以色列人组成的小组判断，法国获胜的想法激发了 “血缘关系”。这种政治和思想的僵局要求进行大胆和鼓舞人心的公关活动，这将深刻地触动人们，并将对话从冲突转变为人类对话。不能献血的人，在 Facebook 上捐赠虚拟血液。我们 organised 相互献血，首先是那些最有理由仇恨的人: 失去亲人的以色列和巴勒斯坦家庭。我们制作了一部关于这个项目的 8 分钟纪录片，并提交给国际电影节。该项目在世界各地的大学、会议和展览中与社会活动家分享，包括在伦敦伦敦经济学院，以色列大使和巴勒斯坦高级官员参加了该项目。这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持。-血液关系运动在国家新闻中出现，达到惊人的 24% 的评级 (大约。1,600,000 人)，-血液关系在国际上被新闻频道、数百个博客、网站和街道团队报道，-这项活动激发了世界各地犹太人和穆斯林之间的相互献血, 以表示他们的支持。 描述客户的简报 血缘关系的目标是利用创造性思维帮助以色列和巴勒斯坦社区更紧密地联系在一起。成功将以参与活动的利益攸关方的数量和形象、媒体报道的程度以及政府的参与程度来衡量, 官员和其他高层决策者。该活动针对直接卷入冲突的人以及世界各地的利益攸关方和其他有关公民。普通以色列人和巴勒斯坦人的现实生活见解和经历，其中一些人在冲突中失去了亲人，构成了这项运动研究的基础。 结果 -血液关系运动在国家新闻中出现，达到惊人的 24% 的评级 (大约。1,600,000 人)，-血缘关系被全国广播公司、英国广播公司、路透社、美联社、《名利场》、《意大利浓缩咖啡》和其他主要媒体报道在国际上，-在数百个博客和网站上出现, -这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持,这场运动引起了联合国和白宫的直接回应，其他组织也纷纷前来参加，如美国国会、美国国务院和国际红十字会, 英国议会和英国伊斯兰社会。 执行 我们 organised 为失去亲人的以色列和巴勒斯坦家庭相互献血。我们要求人们停止流血，并开始分享。我们制作了一部关于这个项目的 8 分钟纪录片，并提交给国际电影节。该项目在世界各地的大学、会议和展览中与社会活动家分享，包括在伦敦伦敦经济学院，以色列大使和巴勒斯坦高级官员参加了该项目。街道团队被部署在不同的城市，以传播信息，配备有品牌的运动工具包。这项活动激发了世界各地犹太人和穆斯林之间的相互献血，以表明他们的支持。不能献血的人通过在 Facebook 上捐赠虚拟血液来表达他们的支持。许多捐助者发了推特，这有助于传播信息。 形势 血缘关系项目是为非营利组织佩雷斯和平中心设计的, 致力于通过社会经济合作和人与人之间的互动促进中东和平的非政府组织。这场运动的背景是 64 年的以色列-巴勒斯坦冲突和双方普通民众普遍的绝望感。这种政治和思想的僵局要求进行大胆和鼓舞人心的公关活动，这将深刻地触动人们，并将对话从冲突转变为人类对话 战略 该战略是绕过官方的、长期停滞不前的和平进程，通过提请注意两个社区的共同人性，而不是政治分歧，让它们在基层参与进来。通过将许多棘手的政治和历史问题分开，我们希望鼓励人们把彼此视为人类，所有的血肉之躯, 有着共同的命运。洞察: “你会伤害一个你的血液流过他们血管的人吗？”
BLOOD RELATIONS
案例简介：Describe the campaign/entry The concept of 'Blood Relations' was born out of an initiative called the 'Impossible Brief'. Creative minds all over the world were invited to present ideas that would bring Israelis and Palestinians closer together. The winning idea from France, as judged by a panel of Palestinians and Israelis, inspired 'Blood Relations'. This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity. People who couldn’t donate blood physically, donated virtual blood on Facebook. We organised mutual blood donations, starting with those with the most reason to hate: bereaved Israeli and Palestinian families. We produced an 8-minute documentary about the project and submitted it to international film festivals. The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials. The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. - The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people), - Blood Relations was covered internationally by news channels, hundreds of blogs, websites and street teams, - The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. Describe the brief from the client The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together. Success would be measured in the number and the profile of stakeholders who would take part in the activity, the extent of media coverage, and the degree of engagement of governments, officials and other high-level decision-makers. The activity targeted both those directly in involved in the conflict as well as stakeholders and other concerned citizens around the world. The real-life insights and experiences of ordinary Israelis and Palestinians, some of whom have lost loved ones in the conflict, formed the basis of the research for the campaign. Results - The Blood Relations campaign was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people), - Blood Relations was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets, - Featured on hundreds of blogs and websites, - The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support, - The campaign elicited a direct response from the United Nations and the White House and other organisations are coming forward to take part such as the US Congress, US State Department and The International Red Cross, The British Parliament, and the Islamic Society of Britain. Execution We organised mutual blood donations for bereaved Israeli and Palestinian families. We asked people to stop spilling blood and to start sharing it. We produced an 8-minute documentary about the project and submitted it to international film festivals. The project was shared with social activists at universities, conferences and exhibitions around the world, including at LSE in London, which was attended by the Israeli Ambassador and senior Palestinian officials. Street teams were deployed in different cities to spread the message, armed with branded campaign tool kits. The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support. People who couldn’t donate blood physically showed their support by donating virtual blood on Facebook. Many donors tweeted, which helped spread the message. The Situation The Blood Relations project was devised for The Peres Center for Peace, a non-profit, non-governmental organisation dedicated to furthering peace in the Middle East through socio-economic cooperation and people-to-people interaction. The background to the campaign is the 64-year Israeli-Palestinian conflict and the prevailing sense of hopelessness among ordinary people from both sides. This stalemate of politics and thought called for a daring and inspiring PR activity which would touch people profoundly and change the conversation from one of conflict to one of humanity The Strategy The strategy was to bypass the official, long-stagnating peace process, and engage the 2 communities at a grassroots level by drawing attention to their common humanity, not their political differences. By side-stepping the many intractable political and historical issues that separate the 2 sides, we wanted to encourage people to look at one another as human beings, all of the same flesh and blood, with a shared destiny. The insight: 'Could you hurt someone who has your blood running through their veins?'
血缘关系
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BLOOD RELATIONS
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基本信息
- 广告战役： #The Peres Center for Peace-推广与活动-d003#
- 广告品牌： The Peres Center for Peace
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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