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NOWRUZ
Persian new year’s eve celebrations in tel aviv, broadcast simultaneously to tehran and the world.
ABOUT the project
Nowruz – Persian New Year’s Eve celebrations in Tel Aviv, broadcast simultaneously to Tehran and the world.
The Challenge
- Iran sees Israel as its greatest enemy.
- Iranians have never seen Israelis through a cultural prism but rather through a military/political one.
- Israelis have never had the opportunity to appreciate the cultural richness of Persian culture.
- 100% of the news published about Iran in Israel is negative.
- 100% of the news published in Iran about Israel is negative.
The Solution
We created a stylish and cool cultural event in one of the trendiest places in Tel Aviv. The event was led by Iranian-Israeli artists of all kinds and ages, who together created an exciting folklore celebration. We brought international media teams broadcasting to the Iranian world, and we launched an internet radio station that aired worldwide. On the evening of the Iranian New Year, we reached millions of Iranians in Iran and around the world with a message of love and peace, while honoring and appreciating the local Iranian community.
The Result
We reached tens of millions of viewers through coverage by Iran’s most-watched news channel, ‘Iran International.
Our radio station received over 400,000 visits throughout the day.
Hundreds of thousands of views and shares across social media platforms.
Thousands of inquiries from Iranian viewers and online users expressing messages of peace and gratitude.
Our radio station received over 400,000 visits throughout the day.
Hundreds of thousands of views and shares across social media platforms.
Thousands of inquiries from Iranian viewers and online users expressing messages of peace and gratitude.
