| Title | THE LOST CHILDREN |
| Brand | SHANTI HOUSE |
| Product/Service | CHILDREN |
| Category |
B02. Use of Audio Platforms |
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Entrant
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ACW GREY TEL AVIV, ISRAEL
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Idea Creation
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ACW GREY TEL AVIV, ISRAEL
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Credits
| Tal Riven |
ACW GREY |
Executive Creative Director |
| Ziv Meiri |
ACW GREY |
Creative Manager |
| Asa Keren |
ACW GREY |
Copywriter |
| Yonatan Title |
ACW GREY |
Copywriter |
| Roy Cohen |
ACW GREY |
Copywriter |
| Elad Hermal |
ACW GREY |
Account Manager |
| Hanny Kadosh |
ACW GREY |
Account Supervisior |
| Margaux Rozenberg |
ACW GREY |
Account Executive |
| Gal Yaakov |
ACW GREY |
Agency Producer |
| Naama Belz |
ACW GREY |
Producer |
| Omri Gitter |
ACW GREY |
Planning Manager |
| Daniel Avital |
ACW GREY |
Planner |
| Saar Mizrahi |
ACW GREY |
Photographer |
| Alon Grago |
Alon Grago |
Photographer |
| Tomer Biran |
Tomer Biran Music |
Original Music |
| Gravity |
Post Office |
Post Production |
| Soundhouse |
Soundhouse |
Sound Studio |
| Tomer Levi |
Tomer Levi |
Edior |
The Campaign
While going out to a public place, every parent dreads that awful occurrence of their child getting lost. One minute their holding your hand but in a short heartbeat, they could be gone. These stressful moments are commonly followed by that famous PA system announcement, calling the concerned parents to reunite with their lost child.
This basic platform, that carries within it such deep emotions of panic and stress on the one hand, and warm comforting embrace on the other, was just perfect to spread out our message- some kids are lost (physically or mentally) and simply don't have a nurturing family that looks after them.
We decided take the real stories of the Shanti House youth, and to portray them as a lost child announcement in PA systems in popular hangouts across Israel.
Creative Execution
Sharing the real heart ships of abandoned adolescents
We handpicked dozens of popular gathering places like shopping malls, theme parks and supermarkets. and where it's common to hear PA calls of lost and found children-
"Alon's parents, Alon's parents, Alon is waiting for you…."
Only this time, the message took a surprising twist. Instead of hearing basic announcements, we used the platform to portray the reality of real "homeless" children in Israel.
"Alon has been waiting for the past 6 months, hungry and tired in the streets of Jerusalem. The loneliness is killing him". "Adi's mother, Adi has been waiting for you by the Tears Square for the past 3 years, wanting to come home. She can't spend one more night in the streets"
Making the connection between the International Children's day and the Shanti House
"Even in this upcoming International Children's day, thousands of teenagers are wondering the streets across the state. We provide
Abandoned Youth had become a burning topic
For the first time, the stories of abandoned youth were heard all over the country. Leading TV news and radio programs vastly covered the story about the lost teens and the shoppers' astonishment to the announcements.
People all over Israel had become involved, expressing their views and emotions, stirring up an overdue debate.
1 in 2 Israeli's were exposed to our message
The use of free unique media in an innovative and relevant manner had enabled us to raise awareness to The Shanti House and the important cause in which it stands for. Over4 million people, 50% of the Israeli population, were exposed to our message.we reached free earned media spend of 3.5 million NIS
The "lost kids" had found a home in the heart of the Israeli public The Shanti House saw an unprecedented growth in donations and volunteers, an increase of over 32%!
The smart and innovative use of a non-conventional media, A PA system at Israel's busiest hangouts, put our cause on the map. By creating a disruptive situation that anyone can identify with, losing your precious child at a public, we were able to connect people emotionally to the plight that abandoned youth deal with every single day: Being alone in the world, without anyone to come look for them, once they really get lost. With a next to nothing budget, we reached over 4 million Israeli's and for the first time, got the public involved.
Insights, Strategy and the Idea
Overcoming the apathy to the issue with a disruption
We wanted to create a creative disruption to the public, mainly parents with social awareness and disposable income.
Our goal was to reach them through a familiar media outlet that interacts with content of caring, love and family. Only instead of hearing the usual and much expected announcements, they will hear about our cause:
For the International Children's Day, we took genuine cases of real children from The Shanti House and voiced their personal stories in PA systems – So that their silent voices would finally be heard loudly.
When there's no cash for media,the basic idea was to create a positive bold momentum and with a creative use of known media outlet that will succeed in passing on an exciting and surprising message.
Afterwards, we shared a clip of the shoppers' moved reaction in popular internet