Blood Relations was born of a simple thought: 'Could you hurt someone who has your blood running through their veins?'We organised mutual blood donations, starting with those with the most reason to hate – bereaved Israeli and Palestinian families. Through doing so, we asked people to stop spilling blood and to start sharing it. People across the world who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.

The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together.The strategy was to bypass the official peace process – which has stagnated for decades – and engage the 2 communities at a grassroots level by drawing attention to their common humanity.The activity targeted both those directly in involved in the conflict as well as stakeholders and any other concerned citizens around the world.

-The blood donation event was featured on national news, reaching a staggering 24% rating (approx. 1.6m people)-The Mutual Blood initiative was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets-The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support-Blood Relations got 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.

Blood Relations draws its relevance from the fact that it focuses on the shared humanity and commonalities between Israelis and Palestinians – not on their political differences.It bypassed the many intractable political and historical issues that separate the 2 sides and encouraged them to look at one another as human beings with a shared destiny.The emotional bonds that formed spontaneously between donors as they lay down side-by-side to give blood were powerful and they immediately inspired a new conversation.