Bekol / Organization of Heard of Hearing People Bekol is an organization that works to improve the quality of life of the hard-of-hearing. The main challenge that the organization faces is denial - the barrier of shame that causes 10% of the population to live in a bubble. Most high-rating television programs in Israel are broadcast with sign-language for the hard of hearing. To get our message across- draw an entire community out of its bubble, we collaborated with Israel's leading channels to create news items dealing with deafness, the challenges faced by the hard-of-hearing, and some of the new solutions available. In the middle of the broadcast, we simply flipped the viewers' perspective.
Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Isreal Chief creative officer: Yoram Levi Creative Directors: Ben Sever, Nadav Presman Art Director: Eranir Copywriter: Tomer Gidron Account director: Yael Ron Account: supervisor Maya Salomon Account executive: Inbal Rov Agency Producer: Dorit Gvilli Published: October 2009