Background:
In the middle of 2011, budget cuts directed toward the development of the city of Jerusalem were announced. The city, which relies heavily on the support of the government, needed a powerful campaign that clearly communicates the importance of these funds to Prime Minister Netanyahu.

The Challenge:
So the budget is tight, how does that affect me?
Despite the rumors and announcements concerning the expected cuts, there was a genuine need to ‘wake up’ the public as well as the decision-makers, and cancel the decree.

Our Solution:
The government budget will just get bigger and bigger…
Our aim was to influence the Prime Minister and some of the government ministers who live in Jerusalem to cancel the cuts, but more than that, to send a clear message to the residents saying that these future cuts will affect each and every one of them. The advertising message was understood and in a relatively short time residents and politicians had initiated an active lobbying campaign against the cuts.