description: The Parents Circle Families Forum is a joint Israeli/Palestinian organization for people who have lost an immediate family member in the conflict. Israeli and Palestinian members of the PCFF came together on Sunday 18 September 2011 in Tel Aviv to publicly donate their blood as a symbolic act of healing to mark UN International Peace Day. The blood donations will be shared by Israeli hospitals through the Israeli Blood Bank, Magen David Adom and by the Al-Makassed Islamic Charitable Society Hospital for Palestinians in East Jerusalem. The members of the Parents Circle Families Forum see 'Blood Relations' as the ultimate expression of reconciliation.

category: Film / TV / Cinema

market category: Associations/Charities

client: The Impossible Brief

brand/product: Blood Relations

creative director: Eran Nir, Tomer Gidron, Eddie Goldenberg

art director: Nathan Freifeld

copywriter: Shachar Aylon

pro bono campaign: Yes