# Doormat Babies Israeli 'First Hug' Raises Abandonment Awareness With Advertising By Katie Cordrey | Published 2010-02-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/doormat-babies References: [blissblog.de](http://www.blissblog.de/artikel/first-hug-doormat) & [jgooders](https://www.jgooders.com/ProjectCard.asp?ProjectID=926#vision1) Tel Aviv ad agency BBR Saatchi & Saatchi has designed a [PSA campaign](https://www.trendhunter.com/trends/outdoor-advertising-campaign) for ‘Hibuk Rishon’ (First Hug), a non-profit that is raising awareness about [abandoned babies](https://www.trendhunter.com/trends/sos-childrens-villages-portugal): 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. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 40% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Awareness Campaigns:** Non-profits can provide additional awareness campaigns for underrepresented issues through creative advertising techniques. - **Alternative Advertisement:** Alternative forms of advertisement, such as doormats, can increase a campaign's reach and success through novelty. - **Humanitarian Marketing:** Companies and non-profits are utilizing marketing techniques to promote social and humanitarian causes in a creative and effective way. ### Industries Being Reshaped - **Advertising:** The advertising industry can benefit from innovative approaches to create effective campaigns that resonate with audiences. - **Non-profits:** Non-profits can use creative advertising techniques to reach and inspire the public to get involved and create meaningful change. - **Social Enterprises:** Social enterprises have an opportunity to combine business with social responsibility, by creating campaigns that bring awareness to important social issues. ## Related on Trend Hunter - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Child Abuse-Preventing Campaigns](https://www.trendhunter.com/trends/prevent-child-abuse-america.md) - [Multi-Use Soothing Shirts](https://www.trendhunter.com/trends/the-sweat-sheet.md) - [Safe Sleep-Enhancing Baby Bodysuits](https://www.trendhunter.com/trends/baby-bodysuits1.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Grab-and-Go Pop-Up Stands](https://www.trendhunter.com/trends/oops-i-forgot-it-again.md)