July 10, 2012
New campaign ‘feeds the memory’ of Buenos Aires bombing
A new campaign to remember the 1994 bombing of the AMIA Buenos Aires Jewish center calls on Argentinians to “feed the memory.”
The campaign launched this week to commemorate the bombing has Food Factory chef Tomas Kalika sharing his bread recipe, which is said to contain ingredients that help improve memory. The recipe for the “bread of memory” and the names of the victims of the attack appear on the campaign’s website.
“There are a lot of young people that weren’t born when the attack occurred,” Gabriel Scherman, director of communications at AMIA, told JTA. “We want that on July 18, Argentine society, not only Jews, prepare and share this bread. We want to create this new Jewish and Argentine tradition.”
AMIA plans to distribute the special bread recipe next week through radio, TV, newspapers, magazines and social media. Much of Argentina’s media outlets have offered to run the ads for free.
Loaves of bread also will be distributed in Buenos Aires City on July 18, the date of the bombing in 1994 that destroyed the AMIA building, killing 85 and injuring hundreds.
“The challenge this year is to start thinking more about the future than the past in order to build something positive for all of Argentine society,” said Javier Basevich, the founder and CEO of Basevich Crea agency, which helped with the campaign’s concept. “We work with different messages and historic events that all Argentine society must not forget.”
Ogilvy Argentina agency also helped with the campaign’s creative side.
AMIA was the second terrorist attack to occur in Buenos Aires. On March 17, 1992, a car bomb destroyed Israel’s embassy, killing 29 and injured 242.
Iran is believed to be behind both bombings. No one has been convicted in the attacks.
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