THE MOST IGNORABLE CAMPAIGN EVER by Acw Grey Tel-Aviv for Ken Lazken

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THE MOST IGNORABLE CAMPAIGN EVER

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Industry Human Rights
Media Promo & PR, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Copywriter Matanya Tal
Released November 2010

Credits & Description

Category: Charity and Not for Profit
Advertiser: KEN LAZKEN
Product/Service: SENIOR RIGHTS AWARENESS
Chief Creative Officer: Yonatan Stirin (ACW Grey)
Creative Manger: Moti Rubinstein (ACW Grey)
Copywriter: Matanya Tal (ACW Grey)
Manger Studio Digital: Lyah Vanel (ACW Grey)
Account Executive: Yaara Mosan (ACW Grey)
Digital Creative Manger: Raz Messing (ACW Grey)
Art: Sagit Ben Ami (ACW Grey)
Media placement: Minisite - www.nana10.co.il - 1.12.10

Summary of the Campaign
The challenge was to shake out of the Israeli public, its indifference to senior rights.

Shake them out of their indifference by making them face it.

Our goals:
1. Awaken awareness of the senior rights issue in Israel
2. Create a broad public discussion on the issue
3. Encourage people to assist the Ken Lazaken NGO

The Situation
The issue of senior's rights in Israel appears in the public agenda only during elections. In every day life, the voice of the senior population is not heard and ignored. To grab the public's attention we needed to create an original and different campaign.

The Goal
Create interest, attention and public support for the important issue of senior's rights, specifically among young audiences who tend to deter from public discussions on the matter.

The Strategy
We partnered with one of Israel's most popular websites, especially among younger demographics, as a leading medium for our campaign. The campaign was online for one month and was divided into three stages, each stage aimed to increase pressure on exposed users to click on the Senior Rights link on the website's menu.

Execution
The campaign was divided into 3 stages:
Week 1: We planted a link titled "senior rights" on the website's main menu.
Week 2: We put up banners on the site's home page encouraging users to click on the link.
Week 3-4: We put up banners on the site's home page crying out to stop the indifference and click on the link.

Documented Results
During the month the campaign aired, 5,000,000 users visited the website, but only 689 people clicked the "senior rights" link, proving that the public doesn't care – just 0.0001% really cared about senior rights.

Since the results were out, the campaign received broad media exposure in leading news sites and newspapers, which created buzz and conversation on the topic, not only in the general public, but also among government officials. The campaign was successful in reaching its objectives and created awareness that now, no one can ignore the issue of seniors' rights.