The Israeli-Palestinian conflict has been going on for over 60 years, with growing tension every day.Blood Relations – The mutual blood donation project.Instead of spilling blood, people from both sides could share it, starting with those with most reason to hate – bereaved Israeli and Palestinian families. The Israeli national blood bank and an Islamic hospital agreed to accept blood donations so they could be shared with those on opposite side to save lives.

• Mutual blood donations between Jewish and Islamic people took place all over the world, to show their support.• The event was featured on national news, reaching a staggering 24% rating (approx. 1,600,000 people).• People across the world who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.• The project was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and more...• Blood Relations got a direct response from the United Nations and the White House and other organizations are coming forward to take part such as the U S Congress, U S State Department, The International Red Cross and Amos Trust.

The ideas was to use blood as a media.We organised mutual blood donations, starting with those with the most reason to hate: bereaved Israeli and Palestinian families.In doing so, 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. Street teams were deployed in different cities to spread the message, armed with branded campaign tool kits. People who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.