The Unreachable Meal
Latet
Issue 41 | December 2016
Agency
No, No, No, No, No, Yes
Date
September 2016
Background
200,000 families in Israel can't reach a Jewish New Year's festive meal.
Idea
To illustrate that distressing situation, "Latet" - a national charity organization, lifted above the ground a large festive table at Israel's prime location:
Rabin Square in Tel-Aviv, making it unreachable to people who passes by.
A dinner-ambient soundtrack was recorded especially for the project and was broadcasted over loudspeakers at during time of performance.
Installation was located at Rabin Square in Tel Aviv – September 18th - 24th.
The project was the trigger of Latet's extensive annually campaign.
Dozens of Latet volunteers were located at the spot of the installation helping to raise thousands of Israeli shekels directly from passers-by. The data collected during the raise foundation week will help Latet to connect with its donors on the following holidays and next year.
Results
Up till now, the media exposure of the installation equal to over 250,000 NIS, however this is still a partial info. The project stood out on major news sites and newspapers in Israel and around the world: Photo of the day: Reuters, The Express Tribune, Yahoo! and more. News coverage: The Jerusalem Post, Channel 2 news, Channel 10 and more.
The project also had hundreds of impressions on the social media.
On Thursday October 6th Latet broadcasted a national fundraising event live on channel 2, Israel's leading TV channel, at prime time.
Donation in money – 8,700,000 Israeli Shekels (Till October 7th)
Latet campaign is still running through the holidays until the end of the month.