We wanted to catch the attention of the viewers in an unconventional and disruptive way, so we approached Israel’s largest brands and asked them to contribute airtime and advertising. They agreed.While a commercial for the brands was broadcasted on the screen, the viewers heard an alternative soundtrack with narration:"Over half a million deaf people don't really know what's going on in this Rexona (e.g.) ad.

In fact, most of the TV broadcast in Israel is inaccessible to them.You can help – go to deaf-access.co.il to help deaf people in Israel enjoy television the way we do.

THE INSTITUTE FOR THE ADVANCEMENT OF DEAF PERSONS IN ISRAEL"

Thousands of viewers became aware to the issue overnight.The campaign received immediate reactions in the media – both online and offline.

It caused a vibrant discussion in social networks and online forums, and raised awareness to the subject at many broadcast companies in Israel.