In order to penetrate through the wall of apathy we knew we have to create a disruption that will enable us to catch our guest when they're off guard where it "hurts" the most. But how do you tell a story about homeless and runaway youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard art exhibition routine, we added a unique ingredient to our storytelling mix. We brought in Ziv Koren, Israel's leading photojournalist, to stage and direct photos presenting, not unrecognized children, but our guests children in various harsh situations that portrays the challenges homeless and runaway youth are coping on a daily basis.

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.

he 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.