Situation: In a country where thousands of charities fight to raise awareness and funding for their causes, it is necessary to find a way to stand out from the crowd.

Brief: Raising money for "Fullfilling Dreams" – a charity that makes the wishes of terminally ill children come true. Specifically, a group of children whose dream it was to attend the Euro 2016 championship in France.

Objective: Raising the necessary funding to fulfill the dreams of as many sick children as possible, by sending them to attend the Euro 2016 championship in France – while simultaneously raising awareness for the charity.

The implementation began by making direct contact with the celebrated football fans, and presenting them with the challenge. Once on board, we launched a social media video campaign, in which our selected fans appealed to a widespread audience, asking them to donate to our cause. The videos were run on Facebook for two weeks, cost-free, resulting in five times the donations that the charity received in previous years.