This is an outdoor advertising effort from ELEM (Youth In Distress In Israel), which is the largest organization in Israel which helps adolescents who are living in the streets.
There are more than 300,000 adolescents in Israel who are living in the streets and are vulnerable to a variety of risk situations, crisis, trauma and distress. In order to make awareness among the people about the strong feeling of thousands of these adolescents, they manufactured thousands of fake doormats with âNOT WELCOMEâ printed on them. Hundred of ELEM volunteers placed them at doorsteps on top of the common âWELCOMEâ doormats. On the other side of the doormats was the solution.
CREDITS
Advertising Agency: Gitam BBDO, Tel Aviv, Israel
Creative Directors: Guy Bar, Danny Yakobowitch
Art Director: Yuval Davidov
Copywriters: Orel Bitan, Asaf Katz
