ONE BOOK FOR PEACE

Short List
ClientINTER-RELIGIOUS COUNCIL IN BOSNIA AND HERZEGOVINA
Category A10. Public Sector
TitleONE BOOK FOR PEACE
Product/ServicePUBLIC SERVICES
Entrant NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
Idea Creation NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
Media Placement NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
PR NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
Additional Company Y&R DUBAI, UNITED ARAB EMIRATES

The Campaign

We decided to use a book as media channel. That book reached global audience. #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.

Creative Execution

The ONE Book puts the teachings of the Bible and the Quran next to each other to demonstrate how similar they are. Verses from each were printed side by side and focused on ten topics to show how much the teachings are alike - One God, Peace, Justice, Love, Family Relatives and Neighbours, Sanctity of Life, Compassion, Forgiveness, Helping Others and Hope. Each chapter has ten verses, and each verse gives the layman a clear understanding of both religions. That’s how we began the conversation about how there’s so much more that unites us than sets us apart.

Results

54 millions of people reached globally, which is 17 times more than population of Bosnia and Herzegovina. For the 1st time after the Bosnian war (almost 20 years), leaders of different religions joined together to send a message of peace, how there's so much more that unites us than sets us apart.

The ONE book was sent to influential leaders including Pope Francis, the Dalai Lama, Donald Trump, UN Chief Antonio Guterres and Oprah Winfrey. The ONE book is targeted towards people with prejudices, or those who could help them solve. 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, directly communicating with targeted groups

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. Being influenced by Influencers from all over the globe, millions of people shared the idea further.