MEET THE MEAT

ClientTHE TASK FORCE ON HUMAN TRAFFICKING AND PROSTITUTION
Category A11. Charities & Non-profit
TitleMEET THE MEAT
Product/ServiceTHE TASK FORCE ON HUMAN TRAFFICKING AND PROSTITUTION
Entrant M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Idea Creation M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Media Placement M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Production M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Credits
Name Company Position
TZUR GOLAN M&C SAATCHI TEL AVIV Chief Creative Officer
Hagai Shalev M&C SAATCHI TEL AVIV Creative Director
Barak Harshalom M&C SAATCHI TEL AVIV Copywriter
Anati Oshri M&C SAATCHI TEL AVIV Art Director
Karin Gross M&C SAATCHI TEL AVIV Art Director

The Campaign

The Pop-up food truck that offers Women's Meat sandwiches to highlight a simple message: Women are not a product for consumption. The pop-up ‘food’ truck travel from Tel Aviv to Jerusalem and parked opposite the Israeli Parliament, the Knesset plaza, communicating the simple message: Women are not a product for consumption. The “Women's Meat” sandwiches called "Breast Amal" and "Ribs of Yael" are packaged into brown paper bags and contain real life stories of women engaged in prostitution.

Creative Execution

We rented a real Food Truck and branded it MEET THE MEAT, we created a line of five sandwiches from fresh meat cuts, straight from the butcher to the bread roll, each one was branded with a different women's name and story of how she ended up in prostitution. We made hundreds of sandwiches and loaded them on the truck. We drove from Tel Aviv to Jerusalem and parked outside the Parliament house for an entire day. During the day, Parliament Members came to the truck to show their support and talk to the press.

Results

Seven days after the end of the activity the member of The Task Force on Human Trafficking and Prostitution were invited to the Israeli Parliament to present the pop-up ‘food’ truck activity and to open a special discussion on the subject. Eighteen days after the activity the Ministerial Committee on Legislation approved the Bill that seeks to fight "consumers" of Prostitution. Two days after the approval of the Bill, the law was passed in the Preliminary Hearing.

The work is relevant to Direct because the chance of reaching the goal of the move, passing the Incrimination Bill for Clients of Prostitution, is greater when the target audience is reached directly, when they are touched and moved to action. The Food Truck parked outside the Israeli Parliament, Parliament Members couldn't stay indifferent and came to the truck to support the goals of the campaign, becoming ambassadors when they shared the issue on social networks and talk about it to the press.

The Incrimination Bill for Clients of Prostitution wasn't promoted in the Parliament, the political window of opportunity was closing, we had do convince Parliament Members use their influence to get the Bill to a vote. We had to move them with an idea they couldn't ignore. The insight we identified was that consumers of prostitution treat the women in prostitution as a consumer product like any other, in that they use them and then discard them without being aware of the ramifications of their actions. We knew Parliament Members couldn't stay indifferent to this reality. From this strategy and the need to physically reach them in Parliament, the idea of MEET THE MEAT Food Truck was born – to pass the message that: Women Are Not a Product for Consumption