The Fund for Reconciliation, Tolerance and Peace is formally unveiling its brand identity today. The Fund was established by a generous donation of singer-songwriter Leonard Cohen; Cohen, who performed in Israel in September 2009 and was greatly inspired by a touching meeting with Palestinian and Israeli bereaved families, decided to donate the concert proceeds for the establishment of a new and revolutionary fund. Today’s launch seeks to raise awareness of the Fund’s mission: to help Palestinians and Israelis break through deep seated psychological barriers such as hatred, fear, mistrust etc. and work together towards ending the conflict.
The animated clip focuses on two boys, an Israeli and a Palestinian, David and Ali. They are portrayed in a future time of peace talking about the past, and about how glad they are that the violence and enmity came to an end so that they could simply be friends.
The animation was a global pro-bono effort made by Creative Director Eitan Chitayat, Vetor Zero / Lobo of Brazil, the Ebling Group, Wicked Music and Firefly Pictures. “We worked together for over two years with one goal in mind: to tell the human story of the conflict, controversial as it might seem” says Eitan Chitayat. “It’s not easy viewing, but we hope that what people will ultimately remember is that working towards a future where children can live in peace isn’t just a goal. It is the responsibility of all of us – and it’s one we’re confident the Fund for Reconciliation, Tolerance and Peace will work tirelessly to achieve.”