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Israeli 'First Hug' Raises Abandonment Awareness With Advertising

By: Katie Cordrey - Published: Feb 16, 2010 • References: jgooders and blissblog.de
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.