Leom law
The challenge
Leom law was drafted to legally prioritize nationalist and biblical legislation values above democratic values. Since Israel doesn't have a constitution, it gets close to it by creating "base laws" that are stronger than other laws. Leom law was intended to get approved as a base law.
There were 3 problematic sections in the draft that deteriorate women's rights, non Jewish citizen's rights and nonreligious peoples' rights. It was not spoken much in the media while actual progress of it was made. It got closer and closer to being finalized as a real new law.
That was clearly not ok and a good time to act on it.
Leom law
The challenge
Leom law was drafted to legally prioritize nationalist and biblical legislation values above democratic values. Since Israel doesn't have a constitution, it gets close to it by creating "base laws" that are stronger than other laws. Leom law was intended to get approved as a base law.
There were 3 problematic sections in the draft that deteriorate women's rights, non Jewish citizen's rights and non religious peoples' rights. It was not spoken much in the media while actual progress of it was made. It got closer and closer to being finalized as a real new law.
That was clearly not ok and a good time to act on it.
The goal
Inform people of the Leom law
Trigger activism to create a public mass to influence the law
Change the non liberal sections in the Leom law before it gets approved
Execution scope
Strategy, campaign
The goal
Inform people of the Leom law
Trigger activism to create a public mass to influence the law
Change the non liberal sections in the Leom law before it gets approved
Execution scope
Strategy, campaign
The goal
Inform people of the Leom law
Trigger activism to create a public mass to influence the law
Change the non liberal sections in the Leom law before it gets approved
Execution scope
Strategy, campaign
The goal
Inform people of the Leom law
Trigger activism to create a public mass to influence the law
Change the non liberal sections in the Leom law before it gets approved
Execution scope
Strategy, campaign
The goal
Inform people of the Leom law
Trigger activism to create a public mass to influence the law
Change the non liberal sections in the Leom law before it gets approved
Execution scope
Strategy, campaign
Chosen concept
Mirroring the phenomena and the cost of a default "yes"
Chosen concept
Mirroring the phenomena and the cost of a default "yes"
Chosen concept
Mirroring the phenomena and the cost of a default "yes"
Target audience
First wave - left wing tel-avivians (supporters)
Second wave - right wing commentators to spark a dialogue for social buzz
Third wave - Gush Dan residents of all ages
Vibe
Straightforward, fun, political, alarming
Target audience
First wave - left wing tel-avivians (supporters)
Second wave - right wing commentators to spark a dialogue for social buzz
Third wave - Gush Dan residents of all ages
Vibe
Straightforward, fun, political, alarming
Target audience
First wave - Left wing tel-avivians (supporters)
Second wave - Right wing commentators to spark a dialogue for social buzz
Third wave - Gush Dan residents of all ages
Vibe
Straightforward, fun, political, alarming
Video concept
Video concept "ingredients"
Compliant citizens' reactions to the law
Independence celebration looks
Since the right wing party, initiating the Leom law, was planning to pass it right before Independence day, as a gift to Israeli nationalism, it was only fitting to choose a visual language of such a celebration. Compliance all the way.
7 message types
7 message types
Web concept
2 min auto update with no "decline" button
Each auto update screen had a mandatory accept button that gets pressed for you after a few seconds if you don't press it yourself.
The dissonance of auto accepting content you don't agree with evokes the urge to do something about it.
Web concept
2 min auto update with no "decline" button
Each auto update screen had a mandatory accept button that gets pressed for you after a few seconds if you dont press it yourself.
The dissonance of auto accepting content you dont agree with evokes the urge to do something about it.
Fb Campaign
24.6k outreach
4.8 rating
7 months of online presence
Achieved value
A democratic vision of Israel (rather than a nationalist one) got a voice. Responsibility and activism were evoked, thousands of people were informed, the social buzz around the subject got enhanced, ministers were effected by the response of the public. Although the Leom law got approved, some discriminating sections were softened and some removed.
My role
Concept, strategy, art direction, direction, UX UI, design, management, marketing, production
Collaborators
Noa Kahana (design and production), Shatil (funding and legal consult), Studio PO (support and feedback), photoshoot participants
My role
Concept, strategy, art direction, direction, ux ui, design, management, marketing, production
Collaborators
Noa Kahana (design and production), Shatil (funding and legal consult), Studio PO (support and feedback), photoshoot participants
My role
Concept, strategy, art direction, direction, ux ui, design, management, marketing, production
Collaborators
Noa Kahana (design), Shatil (funding and legal consult), Studio PO (support and feedback), photoshoot participants
Selected Works
Site SelectionProject type
KahunProduct, Brand
WavesStrategy, Product
YoProduct
EngieProject type
LeomCampaign
Qiryat YovelProject type
RachminovWeb, Brand
Euro EstatesProject type
Russell'sWeb, Brand
BliinderProduct
Humanities FundWeb, Brand
Urban EncountersProject type