Raise awareness of Hibuk Rishon’s (First Hug) activities, and enlarge the number of volunteers. People are not familiar with the association, let alone its activities. Furthermore, they don’t feel a connection to the abandoned babies because it’s something that’s beyond them – not part of their everyday concerns. People feel more of a connection to things that are tangible. Abandoned babies are not just a statistic in some report. They are real and defenseless and in need of people’s help. To give people a feeling of responsibility for the abandoned babies by demonstrating that these babies are in fact real and in need of help.
Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Isreal
Chief creative officer: Yoram Levi
Creative Director: Tal Perelmuter
Art Director: Aia Bechor
Copywriter: Tom Reuveni
Account Executive: Elad Kuperman
Studio: Eyal Orlee
The Ambient Advert titled Doormat was done by Bbr Saatchi&saatchi advertising agency for product: Campaign Against Child Abandonment (brand: Hibuk Rishon (first Hug)) in Israel. It was released in the Feb 2010.
Ambient, Case study