Campaign Stokes Memory of Argentina Bombing

By JTA

Published July 10, 2012.
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An annual campaign to remember the 1994 bombing of the AMIA Buenos Aires Jewish center calls on the public to “feed the memory.”

The campaign launched this week to commemorate the July 18, 1994 bombing that destroyed the AMIA building, killing 85 and injuring hundreds, calls on Food Factory chef Tomas Kalika to share his bread recipe, containing 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 at http://alimentemoslamemoria.org/.

“There are a lot of young people that weren’t born when the attack occurred. 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,” Gabriel Scherman, director of communications at AMIA, told JTA.

AMIA plans to distribute the special bread recipe next week through radio, TV, newspapers, magazines and social media. Loaves of bread also will be distributed in Buenos Aires City on July 18.

“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. We work with different messages and historic events that all Argentine society must not forget,” said Javier Basevich, the founder and CEO of Basevich Crea agency, which helped with the campaign’s concept

Ogilvy Argentina agency also helped with the campaign’s creative side, and much of Argentine media offered to run the ads for free.

AMIA was the second terrorist attack to occur in Buenos Aires. On March 17, 1992 a car bomb destroyed the Israel’s embassy in Buenos Aires Israel that killed 29 and injured 242.

Iran is believed to be behind both bombings. No arrests have ever been made in the attacks,


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