On Universal Children's Day, we invited various celebrities, Influencers and People of a high socio-economic class, all parents to children at the ages of 12-18 to an art exhibition presenting the life of homeless kids. The exhibition presents photos of different children strolling through the streets, looking for food and shelter picking in garbage cans, sleeping on public benches or under staircases. These photos are familiar visuals of children at risk, wandering off the radar, strolling in the shadows, struggling every single day, but this time instead of presenting unfamiliar children we showed our celebrity guests something else - We showed them, their own children, "modeling" in this harsh and unfair reality.

We needed to get our message across to the general population of Israel, with literally zero-media budget. We decided that the way to go is to create something memorable that will have the potential to strike a conversation and spread virally on social media. Our strategy consisted of two parts: first we invited to an art exhibition various celebrities and Influencers, "connectors" that has the potential to deliver a massage to the greater public. Second, we sought out to trigger a real emotional response, one that will encourage them to share what they learned. Using our gusts own children during this process enable us to present a strong massage people cannot ignore. The guest's initial shock quickly turned into tears, as they were visibly touched by their children's heart-breaking photos. The exhibition was documented and turned into a short video which went absolutely viral on Facebook.

The guests were touched by our message and took it to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage with the largest media publishers in Israel, generating a nation-wide conversation. Ultimately we raised awareness and broke our all-time record in donations and volunteers.

The Results:

• 2 million unique impressions with literally zero media-budget in a country of 8 million people.

• 160% growth in donations

• 400% growth in volunteer applications

• 50% Increased awareness for the issue

• We tripled google brand search by 3.