The IdeaEvery space inside the newspaper that had the sequence of the letters א.ו.ר (Light in Hebrew) was highlighted with a yellow marker.And by saying every space, we really mean it!All articles inside the paper! Gossip sections! Broadcast tables!!! And even inside the crossword puzzle!We turned the entire content of the newspaper into a commercial platform. The newspaper turned into one big advertisement! First of its kind in the world.

ResultsWe conscripted the biggest newspaper in the country. The campaign was exposed to 1,500,000 of readers, and raised contributions significantly. But most important and above all we helped thousands of youngsters to see the light.