March 7, 2013

BUENOS AIRES, Argentina (JTA) – The Israeli Embassy in Argentina will launch an advertising campaign to mark the 21th anniversary of the 1992 bombing.

The campaign to be launched next week focuses on themes of love and life, through photographs of the families of the victims, along with their families and loved ones. “Love kills terrorism” and “Life kills terrorism” are the mottos in each of the four advertisements, which will be featured in print media as well as in subways and on the streets of Buenos Aires.

On March 17, 1992, a car bomb was detonated in front of the Israeli Embassy in Buenos Aires, killing 29 and injuring 242.  Iran is believed to be behind the bombing, but no one has been brought to justice in the case.

The campaign features images including one of a smiling grandfather with one of his eleven grandchildren. He is also the father of a victim of the attack. The caption on the ad is “Love Kills Terrorism,” followed by “21 years later, we respond with love.”  The other ad promoting love features the great-grandson of one of the bombing victims kissing his partner in a loving embrace with the same captions.

A third ad, which reads “Life Kills Terrorism,” features a pregnant woman who is the daughter of a victim, with her arms around two young grand-daughters of the victim, followed by “21 years later we respond with life.” Another ad promoting the theme of life shows eleven out of thirty great-grandchildren of one victim, laughing and jumping while having a pillow fight.

The full names of the victims and first names of some of the featured surviving family members are given in each ad.  On each of the ads, in the lower left corner, the phrase “Let’s not allow terror” appears. 

The campaign was created by the local Basevich Crea agency, which also created last year´s campaign marking the 20th anniversary of the attack. The agency’s last campaign won the Eikon Prize for Excellence in Institutional Communications, beating out public service announcements from Peugeot-Citroen, Danone and Quilmes, the leading beer maker in Argentina.

Basevich Crea agency and photographer Hernan Churba are donating their fees.
 

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