More than 300,000 adolescents in Israel are living in the streets and are vulnerable to a variety of risk situations, crisis, trauma and distress. ELEM (Youth in Distress in Israel) is the largest organization in Israel which helps them. Their goal was to increase awareness towards donation day. They wanted to demonstrate people the strong feeling of thousands of adolescents which have no home to come back to. They manufactured thousands of fake doormats with “NOT WELCOME” printed on them. Hundred of ELEM volunteers placed them at doorsteps on top of the common “WELCOME” doormats. On the other side of the doormats was the solution.
Agency: Gitam BBDO Tel Aviv, Israel.