Cannes Lions
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / LATET / 2008
Overview
Entries
Credits
Execution
The square was filled with 10,000 human-like cardboard "demonstrators", all bearing the same message: "One million hunger in silence. Donate a meal by SMS or go online at www.latet10.co.il".
Outcome
In just 3 days the hunger problem was back on the public agenda!People's immediate response helped donations reach record numbers: 13,634,572 Shekels (approx. 4 million $).Tons of food products were collected.But most importantly 1 million hungry people could prepare their holiday meal with dignity.
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