Title	SHANTI HOUSE
Brand	SHANTI HOUSE
Product/Service	SHANTI HOUSE
Category	B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant	ACW GREY TEL AVIV, ISRAEL
Idea Creation	ACW GREY TEL AVIV, ISRAEL
PR	ACW GREY TEL AVIV, ISRAEL

Name	Company	Position
Tal riven	ACW GREY TEL AVIV	Cheif Creative manager
Tal riven	ACW GREY TEL AVIV	Cheif Creative manager
Asa keren	ACW GREY TEL AVIV	Creative Director
Yonatan title	ACW GREY TEL AVIV	Creative Director
Ido cohen	ACW GREY TEL AVIV	Copywriter
Guy raviv	ACW GREY TEL AVIV	Copywriter
Omri gitter	ACW GREY TEL AVIV	Planning
Sandra gitter	ACW GREY TEL AVIV	Account Supervisor
Noa Dabush	ACW GREY TEL AVIV	Account executive
Gal yaakov	ACW GREY TEL AVIV	Agency production manager
Nava Siman Tov	ACW GREY TEL AVIV	Agency Producer
Guy Michael	Guy Michael	Director
Ziv Koren	Ziv Koren	Photographer
Alon grego	Alon grego	Photographer
Babushka productions	Babushka productions	Production company
Yigal Elimelech	Point of view	Post production
Tomer biran	Tomer biran	Music artist

Why is this work relevant for PR?

The "Shanti House" - a shelter for youth at risk, latest campaign "What if it was your child?", was a part of a comprehensive brand experience strategy aiming to penetrate the wall of apathy with the general public. The campaign created an art exhibition documenting the life of homeless and runaway Youth, during their everyday struggle, but this time instead of presenting unfamiliar children, we showed our celebrity guests something else - We showed them, their own children, "modeling" in this harsh and unfair reality thus we turning our guests into a part of the exhibition itself.

Background

With 14,000 Homeless and Runaway Youth, Israel faces a nationwide problem that concerns all layers of society. Contrary to popular believe and with accordance to Israel's Central Bureau of Statistics, homeless and runaway youth come from all types of populations regardless of their social economic status. This false perception raises major difficulties for the "Shanti House" - a shelter for youth at risk, to raise proper funds for the foundation but more than that, it acts as a barrier making it difficult to raise awareness, to inspire solidarity & sympathy and to educate the general public that this problem concerns all of them.

Describe the creative idea

On Universal Children's Day, we invited various celebrities, Influencers and People of a high socio-economic class, all parents to children at the ages of 12-18 to an art exhibition presenting the life of homeless kids. The exhibition presents photos of different children strolling through the streets, looking for food and shelter picking in garbage cans, sleeping on public benches or under staircases. These photos are familiar visuals of children at risk, wandering off the radar, strolling in the shadows, struggling every single day, but this time instead of presenting unfamiliar children we showed our celebrity guests something else - We showed them, their own children, "modeling" in this harsh and unfair reality.

Describe the strategy

In order to penetrate through the wall of apathy we knew we have to create a disruption that will enable us to catch our guest when they're off guard where it "hurts" the most. But how do you tell a story about homeless and runaway youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard art exhibition routine, we added a unique ingredient to our storytelling mix. We brought in Ziv Koren, Israel's leading photojournalist, to stage and direct photos presenting, not unrecognized children, but our guests children in various harsh situations that portrays the challenges homeless and runaway youth are coping on a daily basis.

Describe the execution

We needed to get our message across to the general population of Israel, with literally zero-media budget. We decided that the way to go is to create something memorable that will have the potential to strike a conversation and spread virally on social media. Our strategy consisted of two parts: first we invited to an art exhibition various celebrities and Influencers, "connectors" that has the potential to deliver a massage to the greater public. Second, we sought out to trigger a real emotional response, one that will encourage them to share what they learned. Using our gusts own children during this process enable us to present a strong massage people cannot ignore. The guest's initial shock quickly turned into tears, as they were visibly touched by their children's heart-breaking photos. The exhibition was documented and turned into a short video which went absolutely viral on Facebook.

List the results

he guests were touched by our message and took it to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage with the largest media publishers in Israel, generating a nation-wide conversation. Ultimately we raised awareness and broke our all-time record in donations and volunteers. The Results: • 2 million unique impressions with literally zero media-budget in a country of 8 million people. • 160% growth in donations • 400% growth in volunteer applications • 50% Increased awareness for the issue • We tripled google brand search by 3.