The Israeli Ministry of Communications

What’s going on behind your back?

Every day, thousands of children in Israel are exposed to violent and sexual content on the web. To combat this phenomenon, the Ministry of Communications launched a campaign designed to increase parents’ awareness of content filtering software.


Our work

We were asked by Lapam, Israel’s government advertising agency, to formulate the campaign’s strategy. After researching the target audience, we came to understand that the root of the problem is in the parents, who does not perceive the Internet as a threat.
On the basis of this understanding, we formulated a strategy designed to confront parents with the frightening reality that invades their home, and places the people they hold dearest at risk.
The result: the creation of a campaign spearheaded by the television film featured here.


Copywriter – Yiftach Chozev
Art director – Igal Hazan