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.