The challenge was to shake out of the Israeli public, its indifference to senior rights.Shake them out of their indifference by making them face it.Our goals:1. Awaken awareness of the senior rights issue in Israel2. Create a broad public discussion on the issue3. Encourage people to assist the Ken Lazaken NGO

The campaign was divided into 3 stages:Week 1: We planted a link titled "senior rights" on the website's main menu.Week 2: We put up banners on the site's home page encouraging users to click on the link.Week 3-4: We put up banners on the site's home page crying out to stop the indifference and click on the link.

During the month the campaign aired, 5,000,000 users visited the website, but only 689 people clicked the "senior rights" link, proving that the public doesn't care – just 0.0001% really cared about senior rights.

Since the results were out, the campaign received broad media exposure in leading news sites and newspapers, which created buzz and conversation on the topic, not only in the general public, but also among government officials. The campaign was successful in reaching its objectives and created awareness that now, no one can ignore the issue of seniors' rights.