At Cannes 2010, BBR Saatchi & Saatchi launched a challenge called 'The Impossible Brief' - inviting creative minds around the world to present ideas to bring people in the Israeli/Palestinian conflict together. The result was Blood Relations. The idea brings together Palestinans and Israelis who have lost family members in the conflict to donate their blood to a general blood bank as a 'symbolic act of healing', asking the question 'could you hurt someone who has your blood running through their veins?'
Following live donations that have been taking place in Tel Aviv, the website was launched to allow people all over the world to virtually donate their blood in support of the project. People on both sides of the conflict can go to the site to donate 'virtual' blood.