Cannes Lions

HUNGER AWARENESS

SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / LATET / 2008

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Overview

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Credits

Overview

Description

"Latet" organization wanted to make every possible person aware of the hunger of 1,000,000 Israelis and raise the public awareness, as well as donations, to the cause.

Execution

In order to achieve this we planned to create a buzz so loud no one could ignore it. We chose strongest tool available: a silent protest.We also decided to carry out our activity in the most important protest place in Israel, Rabin Square in Tel Aviv.The square was filled with 10,000 human-like cardboard "demonstrators", all carrying the same writing: "one million hunger in silence.Donate a meal by SMS or go online at www.latet10.co.il".

Outcome

In just 3 days the hunger problem was back on the public agenda!The protest reached over 5,000,000 people!

500,000 physically saw the protest, 1,100,000 read about it in the papers, 2,500,000 saw it on TV and over the Internet.

All the Israeli newspapers, TV channels and news websites covered it.Even the Prime Minister was forced to address the protest and denied there's a hunger issue.People's immediate response helped reach record numbers in food products and donations: 13,634,572 Shekels (approx. 4 million $).Most importantly 1 million hungry people could prepare their holiday meal in dignity.

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