In 2007 7.4 million people live in Israel. One million of them live in hunger. Their voices will never heard.
Two weeks before new years eve a silent protest was made with 10.000 human-like cardboard figures that were placed at main square in Tel Aviv, Rabin Square, the most important protest place in Israel.
The cardboard figures shows the text:
“One million hunger in silence. Donate a meal by SMS or go online at www.latet10.co.il”.
This guerilla campaign was made by Shalmor Avnon Amichay / Young & Rubicam, Tel Aviv and reached record numbers:
Latet received 13.634.57 Israeli Shekels (4 million $).
In three days of protest over 5 million people were reached: 500.000 physically, 1.1 million via newspapers and 3.5 million by TV and internet.
Latet Humanitarian Aid Organisation
Shalmor Avnon Amichay / Young & Rubicam, Tel Aviv
Chief Creative Officer: Gideon Amichay
Creative Director: Tzur Golan
Group Creative Director: Yariv Twig
Copywriter: Eyal Padan
Art Director: Shirley Bahar
Account Director: Michal Green
Account Executive: Chani Maslow
Strategy Director: Noam Manella
Agency Producer: Sigal Nugassy
Production Company, City: Og Productions
Director: Regev Cuntas
Music title & Artist: "It's a Mad World" - Naama