2018 Winners & Shortlists

ONE BOOK FOR PEACE

Client/BrandINTERRELIGIOUS COUNCIL IN BOSNIA & HERZEGOVINA
Product/ServiceINTERRELIGIOUS DIALOGUE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryChannels
CategoryUse of Print
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA

The Campaign

People have prejudices against other religions because they have little or no understanding of them. They needed to know that there’s so much more that unites us than sets us apart. That’s why we created the ONE book. A book that puts the teachings of the Bible and the Quran next to each other, demonstrating how similar they are by focusing 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 there's so much more that unites us than sets us apart.

Creative Execution

We received free media for the ONE Book launch on Aljazeera Balkans, after which the book was shared online through OneShare platform, geotargeting 100 pairs of verses to negative messages on social media. Our concept video was released on YouTube and other social media forums. We found a common pathway between the Church and the Mosque where we place our One Book audio poster which played the ONE radio station. All these communications invited people to our website to order a physical copy or download the audiobook or e-book. All this was done over a period of 3 weeks and people from every continent were talking about it on social media.

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. We even got a letter of acknowledgment from the Prime Minister of UK, Theresa May, encouraging us to continue spreading this message of peace. Two weeks after the launch of the book, faith leaders came together for a common prayer for the first time after the Bosnian War.

The ONE Book unites the teachings of Islam and Christianity to show how similar they are. An idea that was captured in a book but reached people from every continent through the medium of TV, Direct mail, Digital and Radio. Each medium translated the idea in a simple way and proved to be highly effective to reach the desired target audience.

Insights, Strategy and the Idea

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. To reach them in the best possible way, we chose to launch it on Al Jazeera Balkans first, and then communicate through Digital, Radio and Direct Mail. The strategy was to spread the message of peace through these channels and let it grow organically through social media, inviting traffic on our website to download the book.

Credits

Name Company Position
Kalpesh Patankar Y&R Dubai Executive Creative Director
Sambhav Khandelwal Y&R Dubai Copywriter
Vineet Parrikar Y&R Dubai Art Director
Georges Barsoum Y&R Dubai CEO
Zarko Sakan New Moment New Ideas Company Managing Director
Lazar Sakan New Moment New Ideas Company Creative Manager
Jasmina Nikolic New Moment New Ideas Company Client Service Director
Goran Rudinac New Moment New Ideas Company Head of Digital
Mirnes Kovac Freelance Journalist
Muhamed Fazlovic Freelance Theologian Islam
Pavle Mijovic Freelance Theologian Christianity
Binnu Cherian Y&R Dubai Print Production Head
Sam Eid Y&R Dubai Head of Production
Kalpesh Patankar Y&R Dubai Executive Creative Director
Ryan Atkinson Freelance Designer
Prabhilash Purushothaman Y&R Dubai Studio