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Shanti house - What If It Was Your Child?

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Style: Minimalism
descriptioncnen
Synopsis
With 14,000 Homeless and Runaway Youth, Israel faces a nationwide problem that concerns all layers of society. Contrary to popular believe and with accordance to Israel's Central Bureau of Statistics, homeless and runaway youth come from all types of populations regardless of their social economic status. This false perception raises major difficulties for the "Shanti House" - a shelter for youth at risk, to raise proper funds for the foundation but more than that, it acts as a barrier making it difficult to raise awareness, to inspire solidarity & sympathy and to educate the general public that this problem concerns all of them.
Strategy
In order to penetrate through the wall of apathy we knew we have to create a disruption that will enable us to catch our guest when they're off guard where it "hurts" the most. But how do you tell a story about homeless and runaway youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard art exhibition routine, we added a unique ingredient to our storytelling mix. We brought in Ziv Koren, Israel's leading photojournalist, to stage and direct photos presenting, not unrecognized children, but our guests children in various harsh situations that portrays the challenges homeless and runaway youth are coping on a daily basis.
Relevancy
With absolutely no media budget available, the "Shanti House"-a shelter for youth at risk, knew that he's strategy has to rely on different types of PR with emphasis on influencers, celebrities and opinion leaders and find a way to catch their full attention we needed to get their unsolicited support and engagement. To do so we addressed a wide range of opinion leaders from politicians and up to TV stars. The idea was to create a PR event with the most suitable individuals that will authentically and organically, spread the message by emphasizing with it-as if it was their own.
Outcome
The guests were touched by our message and took it to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage with the largest media publishers in Israel, generating a nation-wide conversation. Ultimately we raised awareness and broke our all-time record in donations and volunteers. The Results: • 2 million unique impressions with literally zero media-budget in a country of 8 million people. • 160% growth in donations • 400% growth in volunteer applications • 50% Increased awareness for the issue • We tripled google brand search by 3.
Execution
We needed to get our message across to the general population of Israel, with literally zero-media budget. We decided that the way to go is to create something memorable that will have the potential to strike a conversation and spread virally on social media. Our strategy consisted of two parts: first we invited to an art exhibition various celebrities and Influencers, "connectors" that has the potential to deliver a massage to the greater public. Second, we sought out to trigger a real emotional response, one that will encourage them to share what they learned. Using our gusts own children during this process enable us to present a strong massage people cannot ignore. The guest's initial shock quickly turned into tears, as they were visibly touched by their children's heart-breaking photos. The exhibition was documented and turned into a short video which went absolutely viral on Facebook.
CampaignDescription
On Universal Children's Day, we invited various celebrities, Influencers and People of a high socio-economic class, all parents to children at the ages of 12-18 to an art exhibition presenting the life of homeless kids. The exhibition presents photos of different children strolling through the streets, looking for food and shelter picking in garbage cans, sleeping on public benches or under staircases. These photos are familiar visuals of children at risk, wandering off the radar, strolling in the shadows, struggling every single day, but this time instead of presenting unfamiliar children we showed our celebrity guests something else - We showed them, their own children, "modeling" in this harsh and unfair reality.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Use of Celebrity, Influencers & Key Opinion Leaders
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