A protest exhibit on the Rabin Square - Israel's most important place of protest: 1.3 kilometres of dinner tables laden and ready for a big Holy Day dinner.But this was not a dinner. Nothing was served. It was a protest.Behind the tables, a single message read: 'Give 200,000 Holy Day meals.Send an SMS to give a meal'1 SMS = 1 mealwww.Latet.co.ilThe power of an empty table was also the insight for the web activity: A platform inviting surfers to join virtual New Year dinner tables and share their experience with Facebookers. A larger donation meant a 'place of honour' at the table or a seat at a VIP table.Surfers, not wanting to sit alone, had an interest in filling their table and quickly shared their experiences with their Facebook and Twitter friends who joined and spread the message further. Print ads helped raise more awareness.

203,105 Holy Day meals donated The collected data, 109,083 mobile numbers, was used for continuing the dialogue 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.