Tel Aviv ad agency BBR Saatchi & Saatchi has designed a PSA campaign for ‘Hibuk Rishon’ (First Hug), a non-profit that is raising awareness about abandoned babies: About 300 are abandoned in Israel each year.
The organization distributes doormats imprinted with a baby by putting them at doorsteps. They get plenty of attention as people leave their homes.
As a result of the advertising that carries the message "Every year hundreds of babies are abandoned in Israel. You can help them," the non-profit increased awareness and gained a number of volunteers.
Doormat Babies
Israeli 'First Hug' Raises Abandonment Awareness With Advertising
Trend Themes
1. Awareness Campaigns - Non-profits can provide additional awareness campaigns for underrepresented issues through creative advertising techniques.
2. Alternative Advertisement - Alternative forms of advertisement, such as doormats, can increase a campaign's reach and success through novelty.
3. Humanitarian Marketing - Companies and non-profits are utilizing marketing techniques to promote social and humanitarian causes in a creative and effective way.
Industry Implications
1. Advertising - The advertising industry can benefit from innovative approaches to create effective campaigns that resonate with audiences.
2. Non-profits - Non-profits can use creative advertising techniques to reach and inspire the public to get involved and create meaningful change.
3. Social Enterprises - Social enterprises have an opportunity to combine business with social responsibility, by creating campaigns that bring awareness to important social issues.