For the first time in history, the United Nations has granted an Israeli firm a gold medal for its efforts in seeking an end to the Palestinian-Israeli conflict, Yedioth Ahronoth reported.

The winner is Baumann Ber Rivnay (BBR Saatchi & Saatchi), an Israeli advertising company whose campaign, Blood Relations, offers a creative solution to the decades-long rift. The premise? Getting the two populations to share blood, instead of spilling it.

Developed in collaboration with the Peres Center for Peace and the Parents Circle - Families Forum, the campaign brought bereaved Israelis and Palestinians together for a blood drive.

The donated units from the Israelis then went to Palestinian patients, and vice versa. The project raised a simple question: Could you hurt someone with your blood running through their veins?

The project inspired similar blood drives that were held by Israeli and Muslim communities worldwide.

"Winning the award is a great honor for the firm and the state," said Baumann Ber Rivnay CEO Yossi Lubaton. "In a time when we feel Israel's isolation in the world and the UN, winning a prize doled out by the UN makes us proud.

"We wanted to raise awareness for the fact that beyond any political conflict, no matter how difficult and drawn-out, the people who live here are tired of bloodshed and violence. We are pleased over the recognition that the project is getting across the globe."

This article is reprinted with permission from Ynet.