Latet
Latet Israeli Humanitarian Aid wanted to distribute 200,000 Holy Day meals to Israelis too poor to afford basic food on the Jewish New Year Holy Days. So for three days before the Jewish New Year, Y&R Tel Aviv set up the “Empty Tables” Protest Exhibit in Rabin Square in Tel Aviv. The Urban Protest featured 1.3 kilometers of dinner tables with empty place settings. Passersby were encouraged to donate a holiday meal by sms to 2255 or go online www.latat.co.il.
The result was 203,105 Holy Day meals were donated (1 sms=1 meal). The project gained huge coverage in all media: TV, newspapers, Internet and radio.