These Missing Kids Announcements Are Not What They Seem

Unnerving Campaign by Shanti House Targets Israeli Shopping Mall Visitors

By Alexandra Jardine. Published on Jan 05, 2016

Editor's Pick

To raise awareness of its work, Israeli home for abandoned children Shanti House targeted visitors to a busy shopping mall with what sounded at first like standard "missing kids" announcements over the PA system: "Could Dana's mother, Assaf's mother, please come to the ... " and so forth. However, they were not what they seemed. For example, "Dana's Mother" was called with information that Dana had been waiting for her for three years, and was begging her to sober up so she could come home. This video, filmed by agency ACW Grey November, shows peoples' confused and unnerved reactions to the announcements. It's an innovative way to get the message across.

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Jan 05, 2016
ACW Grey Tel-Aviv
Shanti House

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