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Y&R DUBAI / INTERRELIGIOUS COUNCIL OF BOSNIA AND HERZEGOVINA / 2017
Overview
Credits
CampaignDescription
One Book For Peace. A book that contains the teachings of both the Bible and the Quran, where verses from each were printed next to each other to demonstrate how similar the teachings are. It focuses on topics such as One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. Each chapter consists of ten verses clearly showing the similarities and explaining to the reader in a simple way that teachings on humanity may have been written differently but they truly have one voice. And by reaching out to people in Bosnia and Herzegovina and other countries that are experiencing humanitarian migration crises, we began a conversation about how there’s so much more that unites us than sets us apart.
Execution
The ONE book was presented to Al Jazeera Balkans requesting them to promote it on their channel. The idea was highly appreciated by them, so much so that they offered to launch it on their prime time show ‘Kontekst’. On 11th April, the book was launched and that led to a series of other news channels featuring our campaign. Over the course of 3 weeks, the concept video received more than a million views, touching over 53 million hearts globally, which is 17 times the population of Bosnia and Herzegovina.
Outcome
One Book for Peace received a total of 53 million impressions.
Right from the launch on Aljazeera Balkans, to sending the books to influential leaders like Pope Francis, Antonio Guterres and Donald Trump, to releasing the book on Twitter, we reached 96% of the total population of Bosnia and Herzegovina, and 100% of its online population. People from every continent visited our website, requested a physical copy and downloaded the e-book. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.
Relevancy
#OneBookForPeace is an idea that unites the teachings of Islam and Christianity to show how similar they are. It is an idea that was created to bring Christians and Muslims closer and reduce prejudice between their communities. The book was launched on a prime time show on Al Jazeera Balkans, and was further featured on over 150 news platforms. The ONE book was also sent to influential leaders including Pope Francis, the Dalai Lama, Donald Trump, UN Chief Antonio Guterres and Oprah Winfrey. The One book touched 53 million hearts globally, which is 17 times the population of Bosnia and
Strategy
The ONE book is targeted towards people with prejudices. They may be young adults or old people, men or women. They are individuals who grew up in communities with a strong opinion about other religions. That’s why the book was launched on a prime time show on Aljazeera Balkans, along with a global launch on Twitter, where pages of the book were posted as replies addressing trending topics and issues in real time. The plan was to target every conversation that is related to religion and humanity and invite people to join the conversation about how there’s so much more that unites us than sets us apart.
Synopsis
Religious differences are still at the root of many conflicts around the world. Due to lack of understanding of other religions, people create opinions leading to communal hatred and violence. The Interreligious Council in Bosnia and Herzegovina wanted to tackle prejudice and raise awareness of the importance of inter-religious dialogue. The objective was to bring Christians and Muslims closer and give the world a message of peace, starting a positive conversation between people from different cultural backgrounds to promote mutual cooperation and harmony.
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