Inspiration

Skipping Meals
CASE STUDY

BBR SAATCHI & SAATCHI

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17,000 Meals donated

September is the High Jewish Holiday season in Israel. In 2017 Rosh Hashanah, Yom Kippur and Sukkoth all took in the space of just two weeks. And for those of you who have never been to Israel during the high holidays, you should know they are the ultimate 'get-together-time' and the ultimate cause for uniting around a table filled with goodies.

 

But unfortunately many Israeli families do not have the means to celebrate. They simply can't afford the food and are forced to skip a meal. That was the exact message Latet – an Israeli organization that distributes food packages to the needy – wanted to communicate to the public. So it decided to capitalize on a unifying behavior that characterizes all internet users: ad skipping.

 

People who chose to skip BBR Saatchi and Saatchi mouthwatering decoy pre-roll ads, were served up with the following message: "You skipped a meal out of choice but thousands of people in Israel skip it because they have no choice. Make someone's holiday. Donate a meal"


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