onebookforpeace.org: One Book For Peace [image] 2

Credits & Description:

Title: One Book For Peace
Agency: Y&R Dubai
Brand: Interreligious Council Of Bosnia And Herzegovina
Country: United Arab Emirates
Entrant Company: Y&R Dubai
Advertising Agency: Y&R Dubai
Additional Company: New Moment New Ideas Company Y&R, Belgrade
Executive Creative Director: Kalpesh Patankar (Y&R Dubai)
Copywriter: Sambhav Khandelwal (Y&R Dubai)
Art Director: Vineet Parrikar (Y&R Dubai)
Ceo: Georges Barsoum (Y&R Dubai)
Head Of Production: Sam Eid (Y&R Dubai)
Studio: Prabhilash Purushothaman (Y&R Dubai)
Print Production Head: Binnu Cherian (Y&R Dubai)
Editor: Prathyush Kumar (Y&R Dubai)
Managing Director: Zarko Sakan (New Moment New Ideas Company)
Creative Manager: Lazar Sakan (New Moment New Ideas Company)
Chief Ideas Officer: Dragan Rujevic (New Moment New Ideas Company)
Client Service Director: Jasmina Nikolic (New Moment New Ideas Company)
Creative Director: Ana Sutic (New Moment New Ideas Company)
Head Of Art: Igor Milovanovic (New Moment New Ideas Company)
Pr Director: Branka Conic (New Moment New Ideas Company)
Head Of Digital: Goran Rudinac (New Moment New Ideas Company)
Client Service Director: Marija Bajic (New Moment New Ideas Company)
Web Developer: Stano Djurasinovic (New Moment New Ideas Company)
Account Director: Sandra Kovacevic (New Moment New Ideas Company)
Production Manager: Aleksandar Krstic (New Moment New Ideas Company)
Media Director: Vladan Andjelkovic (New Moment New Ideas Company)
Media Relation Director: Masa Vuckovic (New Moment New Ideas Company)
Executive Producer: Bogdan Petkovic (Emote Production)
Dop: Dusan Petkovic (Emote Production)
Producer: Bozidar Djokic (Emote Production)
Executive Director: Dhaval Desai (Mobiiworld)
Editor: Marija Sarac (Emote Production)
Journalist And Comparativetheologian: Mirnes Kovac (Freelancer)
Theologian Islam: Muhamed Fazlovic (Freelancer)
Theologian Christianity: Pavle Mijovic (Freelancer)
Creative Services Manager: Mohamed Ashraf (Y&R Dubai)
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.
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.
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.
Campaign Description:
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.
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