Could you hurt someone who has your blood running through their veins?

This simple yet powerful question is behind the innovative project called “Blood Relations,” an Israeli – Palestinian Mutual Blood Bank.

Born out of the idea that shared blood would create an impossibly close bond between two peoples, the quest of the project is clear; after sixty years of blood loss, it’s time to give blood.

The project seeks to provide a catalyst for dialog as it brings together bereaved members from both sides that have lost an immediate family member in the conflict.

Blood Relations was brought to my attention this year at the Cannes Lions International Festival of Creativity were it was part of the 15 gold winners in Film and Film Craft.

Blood Relations itself was born out of an initiative called the “Impossible Brief”, a global challenge launched by Saatchi & Saatchi Israel in 2010. Creative minds from all over the world were invited to present ideas that would bring Israelis and Palestinians closer together. The winning idea from France was announced at the Cannes festival of creativity this year.

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 effort may seem like a mere a drop in a ocean of hatred. However every initiative that stills the vengeance of  bereaved family members and turns their torturous pain into societal benefit is worth applauding. One can only hope that initiatives such as Blood Relations will be emulated in the future by both Israelis and Palestinians.