Yedioth presented Israelis with events from the country’s history by posting historical front covers of the newspaper at bus stops right next to where specific events had taken place. Israel’s biggest social protest, in the square where it happened; Macabbi Tel Aviv’s European Championship victory outside the stadium where it was won; the assassination of Prime Minister Yitzchak Rabin just meters away from the spot where it took place. Other bus stops featured maps of the local area, showing events that happened nearby. And of course young Israelis, those who are now most disconnected from the world of newspapers, were encouraged to get involved with the campaign through a special Instagram account set up for the project, where users could see all the front pages on a map, and check what historical events took place where they were standing.

Yediot’s circulation rose by 1.6% (during the campaign), closing the gap between itself and its biggest rival ‘Israel Today’ – a freesheet – to just a hairs-breadth.