Problem: Israeli government reports 145,000 battered women but the police claim it is only 11,866. The objective was to encourage women to file complaints and not accept their partners' typical apologies.

Solution: On International Day for Elimination of Violence against Women, anchors dedicated songs to women from their partners, apologizing for beating them. Seconds into the song anchors revealed the fake dedication illustrated what battered women face everyday, prompting them to call N.O. support centers.

Result: With zero budget, we've reached in one day, tens of thousands of listeners across the country, leading to an all-time record, a 49% increase in the number of calls.