2 weeks before the Jewish New Year, Latet - an organisation distributing food to the needy, asked us to help them raise 200.000 Holy Day meals for the hungry.

Acting on the insight that people like to do good especially during the holidays – we decided to give them the opportunity to do just that AND tell their friends about it.

A platform inviting surfers to join virtual New Year dinner tables. Joining the table was done by donating to Latet through mobile texting. 1 sms = 1 meal.Surfers could join an existing table or open a new one.

A larger donation meant a 'place of honor' at the table or a VIP table.Users who opened a table, had an interest in filling it and quickly shared their experiences with their Facebook friends urging them to donate, join and spread the message further.

-203,105 Holy Day meals donated.

-Thousands sent an sms immediately.-The collected data, 109,083 mobile numbers, was used for continuing the dialog.

-With Latet supporters: First with a 'thank you' SMS and 3 months later with another SMS call to action for Passover 2010.-22.2% responded within the first 2 hours donating another 24,262 meals.