The message in the margins of each ad read:

The Shanti House for homeless teens is open 24/7 serving dozens of youngsters living on the margins of society. For further information and donations please call 03-510-3339

This simple idea managed to quickly engage our clients including the largest advertisers and brands in the market (the leading telecom company; largest bank; largest retailer; top mobile provider; a global auto brand and many others). In fact, our clients were so excited by the idea that they directly called on their colleagues, other advertisers (not necessarily clients of ours…), to come on board.

Our newspaper and magazine mix included mass reach publications such as the top dailies as well as free metro and entertainment publications which cater to the younger audience, overall enabling us to reach an estimated 59% of A18+ (note that teen readership is not measured in Israel by the TGI).

In less than six months, we received free media exposure valued at $350,000! Growing awareness levels have already led to a 15% increase in donations and a 25% increase in calls to the shelter. More and more advertisers have joined and the campaign is still going strong.