In order to raise awareness and donations for holocaust survivors in need, Shorashim group "caught" the entire nation in the exact moment when they were able to understand how it feels like to be really hungry.

The Idea: We placed strategic ads on TV exactly at the end of the Yom kippur fast, when all the people rush to open their TV - in order to make all the country (who just finished their fast) understands how real hunger feels.

Immediately after the ending of the Kippur fast, people rush to turn on their TV and wait for the broadcast to return – making that media space extremely valuable.

So we decided to book exactly that media space, on all the stations who postponed the return to their broadcasting schedule for a worthy cause, The displaying of our message: "Your fast has ended

But for many holocaust survivors the hunger continues"

We successfully raised 7468 meals for holocaust survivors in need