Media > Product and Service
INTERNET SHUTDOWN
Y&R INTERACTIVE TEL AVIV / MAOR / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
On July 12th 2006 - Ehud Goldwasser and Eldad Regev were abducted by the Hezbolla. Since their kidnapping no news about them has been received.
To keep their issue a top priority on the public's and the government's agenda, we knew we had to create an impact no one could stay indifferent to.
We decided to launch a campaign that has never been attempted before and that would generate unprecedented, exceptional media involvement.
Effectiveness
The campaign received amazing coverage worth millions in free press and the buzz was huge: 65% of the Israeli population was either directly exposed to the action or had heard about it.
Execution
A unique remembrance action!We invited major sites to stop their activity for five minutes, precisely one year after the kidnapping, and place the message: "The soldiers cannot be found". This is a variation of "The Page cannot be found" message appearing when loading an inactive website.On July 12th 2007, at 09:05 the internet stopped!
MediaStrategy
All the media recruited to reach the target audience, every household in the country:All the top 400 Israeli sites answered the call and posted the message. Hundreds more joined the campaign and spontaneously posted the message, using their own designs. Among them even Google found it important to address the subject.The impact was so powerful even Israeli television networks and radio stations decided to stop their broadcast, in solidarity.
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