Blood has been a dividing force at the centre of the Israel-Palestine conflict for decades; now there’s a hope that it might be a powerful bond for peace. Over the last year creative ideas have come from individuals from 76 countries in response to “The Impossible Brief” issued by BBR Saatchi & Saatchi and the Peres Centre for Peace: to come up with an out-of-the-box solution that will contribute to peace between Israel and Palestine. It’s a challenge nobody has been able to solve for 60 years, but which we believe the unreasonable power of creativity can help to tackle.
As part of the judging panel for The Impossible Brief I was privileged to help narrow the field down to 19 finalists and one leading contender that we felt had the greatest potential to make a difference – a concept called Mutual Blood from Jean-Christophe Royer, a sharp creative mind from BETC, Paris. The idea is to organize a huge blood transfusion operation between volunteers from both countries as a way of creating a bond that runs much deeper than words or gestures. Jean-Christophe asks: “Would you still kill someone who’s got your people’s blood inside them?” It’s a great response to The Impossible Brief, bringing two peoples impossibly close.

The challenge now is for someone to have the courage to make this idea – or any of the others chosen as finalists – a reality. Pledge your support on the Impossible Brief Facebook page.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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