Date-Rape drugs are undetectable drugs that are inserted into partying people's drinks and make them unconscious for several hours, thus enabling attackers to rape their victims and escape unpunished.

Therefore, the campaign's objectives were to increase awareness among young adults (18-29) to watch their drink at the bar, to make the general public (and parents) aware of the problem, and create discussion at the legislative level.

40 leading bars and pubs were recruited, and drinks were served in a coned glass, thus forcing people to hold and watch their glass at all times. Free drinks were served to those who hadn't ordered alcohol.

The key drivers behind the campaign were PR activities to include in-bars activities that were orchestrated with press releases (print and digital) as well as TV and print interviews of the campaign's leaders and opinion leaders, all with almost no paid-media elements.

The outcome of the campaign exceeded all expectations. A post campaign found high awareness levels among 44% of the general public and 55% of young adults aged 18-29, exceeding the pre-set goals.

An independent survey by Israel's largest newspaper measured the support level, finding a high 63% support level. A full documentary Prime-Time TV show discussed the problem, and a prominent journalist devoted a full item during the nightly TV news. A group of parliament members had special deliberation about the problem, and the Ministry of Health develops a special program to support Date-Drug victims and make hospitals to test every rape victim.

The campaign, sponsored by Time Out Magazine, was launched on April 1st in an event that included artists and cultural figures who supported the idea.

During the entire event, drinks were served in coned glasses (bottomless) featuring the campaign's slogan.

The next day (April 2nd) we participated in numerous interviews. First in Ch.10's (a broadcast TV station) morning show, and during the afternoon of that day, we participated in a radio interview in a news magazine. The interview also included a female parliament member who opposed the activity, thus igniting major emotional debate. Later that day there was an additional radio interview with the participation of a Date-Drug victim who welcomed the campaign.

On April 6th, we obtained an additional 2 radio interviews and one TV show interview.

The basic campaigns ran according to the original plan, though we were requested to participate on much more interviews and panel discussions than expected.

A post campaign found high awareness levels among 44% of the general public and 55% of young adults aged 18-29, exceeding the pre-set goals. An independent survey by Israel's largest newspaper measured the support level, finding a high 63% support level.

The campaign enjoyed full media coverage and included numerous interviews and discussions on TV, radio, and print ed-op. It generated intense debate, questioning the morality of partying people, the responsibility of partying people, the commitment of law enforcement to prevent rapes and punishing attackers, and the commitment of health authorities to support the rape victims.

A full documentary Prime-Time TV show discussed the problem, and a prominent journalist devoted a full item during the nightly TV news. A group of parliament members had special deliberation about the problem, and the Ministry of Health develops a special program to support Date-Drug victims and make hospitals to test every rape victim.