The Bread of Memory is a campaign for the week commemorating the AMIA terrorist attack - the worst attack in Argentine history: 85 victims and over 300 people injured. We needed to make sure that, 18 years later, the memory of the victims and the claim for justice would not be forgotten.

So, we gathered a group of volunteer Jewish chefs and nutritionists and together created a food recipe rich in vitamins and substances that have a direct effect on the brain. A bread capable of improving the memory of Argentinians that has become the symbol of a new tradition that helps us remember. After the recipe ready, we needed to spread nationwide for all the Argentinians to know about it. Only then our proposal to create a new tradition could work.

For this reason the PR was our most important tool. The recipe was taught in commercials, the internet, print ads, cook schools, theater plays, billboards, soaps, TV and radio shows. Bakeries, restaurants and shops adopted the bread as a custom, even McDonald’s.

Thousands of people joined us to spread and share the recipe in the social networks and they also contributed with pictures of their own bread recipes making it Trending Topic all day long.

It even reached the memory of the Argentine president who reopened the investigation.

With $0 investment, we brought to life the symbol adopted nationwide to remember the terrorist attack and achieved a media exposure estimated to be worth $3,945,000.

The worst terrorist attack in Argentine history: 85 victims and over 300 people injured.

We needed to make sure that, 18 years later, the memory of the victims and the claim for justice would not be forgotten. And to keep memory alive, we needed to create something that could preserve and sustain the Argentinian's memory at the same time became the symbol that help us remember.

Campaign impact:

- Thousands of people spread the recipe in the social networks and they also shared pictures of their own breads

- Even the president tweeted about the cause

- The campaign was Trending Topic in twitter all day long in Argentina

- The website had 8.954 viewers in 2 days

- The average time that people stay in the recipe’s site was 3 minutes

Campaign output/awareness:

- The idea was content in commercials, the internet, print ads, cook schools, theater plays, billboards, soaps, TV and radio shows

- Bakeries, restaurants and shops adopted the bread as a custom

- McDonald’s included it in their menu

- International News talked about it

- The idea achieved a media exposure estimated to be worth $3,945,000

- We brought to life the symbol adopted nationwide to remember the terrorist attack

- Argentine president reopened the investigation that has been forgotten for 18 years

- The bread recipe started a whole new tradition: the tradition of remembering

After the recipe ready, we needed spread it nationwide:

We distributed the recipe in many stores of Argentina. The bread recipe was present on TV and radio shows, where the hosts talked about this, cooked the bread and tasted it live. The campaign also reached TV soaps.

The recipe also was taught in commercials, print ads and billboards inviting the people to cook and share the bread. People could also learn the recipe and tasted the bread on theater plays.

On website people could eat a "piece of online bread" answering questions and sharing their feelings about this attack. On twitter, we created the Memory Tweet. Using the hashtag #tweetdelamemoria, people could send the recipe to the future to receive it back every year on the day of the attack.

AMIA is the more emblematic Jewish organization in Argentina. On July 18, 1994 the AMIA building was devastated in Argentina’s deadliest attack, killing 85 people and injuring hundreds. 18 years later, the cause remains unsolved.

After all this time, it´s hard to keep the memory alive of what happened 18 years ago. We had to do something that may attack our biggest enemy: oblivion. Because this, we needed a PR campaign to reach all Argentinians and engaged them to this campaign.

We wanted to change the strategy and do something different, to make people remember the attack and its importance in a less aggressive way. We gathered a group of volunteer Jewish chefs and nutritionists and together created a food recipe rich in vitamins and substances that have a direct effect on the brain.

A bread capable of improving the memory of Argentinians and become the symbol of a new tradition that help us remember. This is how the attack to the AMIA and the claim for justice will never again be forgotten.