While going out to a public place, every parent dreads that awful occurrence of their child getting lost. One minute their holding your hand but in a short heartbeat, they could be gone. These stressful moments are commonly followed by that famous PA system announcement, calling the concerned parents to reunite with their lost child.

This basic platform, that carries within it such deep emotions of panic and stress on the one hand, and warm comforting embrace on the other, was just perfect to spread out our message- some kids are lost (physically or mentally) and simply don't have a nurturing family that looks after them.

We decided take the real stories of the Shanti House youth, and to portray them as a lost child announcement in PA systems in popular hangouts across Israel.

Sharing the real heart ships of abandoned adolescents

We handpicked dozens of popular gathering places like shopping malls, theme parks and supermarkets where hearing announcements of lost children is common.

"Alon's parents, he's waiting for you…."

Only this time, the message took a surprising twist. Instead of hearing basic announcements, we used the platform to portray the reality of real "homeless" children.

"Alon's been waiting for the past 6 months, hungry and tired in the streets of Jerusalem. The loneliness is killing him". "Adi's mother, Adi has been waiting for you for the past 3 years, wanting to come home. She can't spend another night in the streets"

Making the connection between the International Children's day and the Shanti-House

"Even in this upcoming International Children's day, thousands of teenagers are wondering the streets across the state. We provide them protection, education and love. We give them a house, the Shanti-House."

Abandoned Youth had become a burning topic

The stories of abandoned youth were heard all over the country. Leading TV and radio programs vastly covered the story about our youth and the shoppers' astonishment to the announcements.

Online, the case generated intense conversations on social media. People all over Israel expressed their views and emotions, stirring up an overdue debate.

1 in 2 Israelis have heard us

The use of free media in an innovative and relevant manner had enabled us to raise awareness to The Shanti-House and its important cause. Over 4 million people, 50% of the Israeli population, were exposed to our message. In total we reached free earned media spend of 3.5 million NIS

Finally, the public gets involved

The "lost kids" had found a home in the heart of the Israeli public. The Shanti-House saw an unprecedented growth of over 32% in donations and volunteers!