THEATRE by BBR Saatchi & Saatchi Israel for BEKOL

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THEATRE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Nadav Pressman
Art Director Amarel Shoshani
Copywriter Rani Zalah, Shush Shparier
Account Supervisor Maya Salomon
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: BEKOL
Product/Service: CHARITY FOR THE DEAF & HARD OF HEARING
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan, ISRAEL
Vice President/Creative Director: Yoram Levi (Baumann Ber Rivnay Saatchi & Saatchi)
Creative Director: Nadav Pressman (Baumann Ber Rivnay Saatchi & Saatchi)
Copywriter: Shush (Eran) Shparier (Baumann Ber Rivnay Saatchi & Saatchi)
Copywriter: Rani Zalah (Baumann Ber Rivnay Saatchi & Saatchi)
Art Director: Amarel Shoshani (Baumann Ber Rivnay Saatchi & Saatchi)
Vice President/Agency Producer: Dorit Gvili (Baumann Ber Rivnay Saatchi & Saatchi)
Cameraman: Uri Dagan (Baumann Ber Rivnay Saatchi & Saatchi)
Account Supervisor: Maya Salomon (Baumann Ber Rivnay Saatchi & Saatchi)
Media placement: Grila - Special Event - Theatre - 12/12/2009

Results and Effectiveness
The activity generated a buzz throughout the media and even made the evening news headlines.

Creative Execution
In collaboration with one of the country's leading theatres we created an unexpected event during one of the most talked-about plays. At the start of the second act the actors, who had been briefed earlier, entered the stage and began to act their roles, when suddenly they spoke … silently. To the astonishment of the crowd, a representative from the organisation then entered the stage with a sign that read 'Having trouble hearing'? The sign was then flipped over to reveal a call to action inviting those with hearing difficulties to contact 'Bekol'.

Insights, Strategy & the Idea
In Israel, one in ten people experiences hearing loss. Yet people were unaware that there's an organization called 'Bekol' that can help them cope with the condition. Activities include self-help groups, advocacy, lecturing, and a telephone hotline. Bekol struggles for funding and had no significant marketing budget. Our challenge was to increase awareness of Bekol with a budget of $0. Hearing loss is a problem that most of us rarely, if ever, think about, and this means that we tend to ignore both it and the organisations who help those with the condition. So how do you get an organisation for the hearing-impaired to be 'heard'? Simply allow other people to experience what it's like not to hear by 'Turning down the volume'.