NEW YORK, April 14, 2016 /PRNewswire/ -- This week sees the millennial launch of Israel Is On It, a national media campaign to raise awareness of Israel's many valuable contributions to the world, especially in the areas of science, medicine, technology and the environment.
Created by Two Former Ad Executives
Marvin Waldman, once Young and Rubicam's Executive Creative Director teamed up with Marcella Rosen, former N. W. Ayer's Director of Media Worldwide and Founder of Untold News, to create the campaign.
Like a Knuckleballer....
The ads pitch to you from an unexpected direction. They strike with one idea that has direct relevance to your life: an invention that makes you think "Wow. This could make me healthier, safer, more efficient, happier."
Millennials, listen up!
Israel Is On It wants to attract young people who have no clue that their cell phones and flash drives are Israeli, that an Israeli could well cure cancer, that Israel's drip irrigation process feeds millions worldwide, or that an Israeli built an exoskeleton that helps the disabled to walk again.
Provocative Headlines Include:
* HOW TO DRINK SEAWATER: solving world drought
* HOW TO READ A TERRORIST'S FACE: thwarting airport attacks
* HOW TO HACK A HACKER: keeping your electronic data safe
* HOW TO STAY ALIVE IN A HOSPITAL: with anti-bacterial fabrics
* HOW TO TAKE A SELFIE OF YOUR SMALL INTESTINE: The amazing PillCam
* HOW TO FREEZE A BREAST TUMOR TO DEATH: without surgery
Strategy and Social Media
Initial ads appeared in the New York Times. This week begins a two-month Vice.com campaign, with a rotating series of ads linking to israelisonit.com. Twitter and Facebook contests will promote the #israelisonit hashtag, with fuel provided by Untold News' 530,000 Facebook fans. The campaign aims to raise $1 million dollars to fund future advertising.
From Marcella Rosen, Founder and President of Untold News
" Advertising has the power to change attitudes. Few Americans know of Israel's contributions to the world, and we hope to make young people aware of the impact Israeli innovation has on their lives. "
Israel Is On It is a project of Untold News, a New York City nonprofit 501c3 founded in 2010 to inform Americans about the positive, non-political aspects of Israel.
SOURCE Untold News