We decided to let people feel what it's like to wait for something they really need. In order to reach out to as many people as we could, we decided to take action not during the regular advertising break, but during the broadcast of the most popular TV and radio shows, where people are really waiting for them to start…And so, for three days, we simply asked the hosts to delay the beginning of their show by sitting quietly for about 10 seconds, without saying a word - every time they are back from commercial break!!! And that makes the audience at home wait impatiently…For the success of the campaign, we managed to recruit all of the leading radio and TV station in Israel, including tens of the most popular shows.

Within only 3 days we reached million and a half listeners and viewers approximately! And most importantly: we helped to raise millions of shekels for the Israeli cancer association. And that is what we called: "It was worth waiting!"