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Beterem
Campaign that sparked a nationwide and turned the phrase ״Don't tell me it won't happen to me״ into a nationwide catchphrase
The campaign shares the powerful, real-life stories of parents who tragically lost a child to an accident.
We recorded their testimonies in an edited video that breaks down a psychological defense mechanism—the idea that we are safe because accidents only happen to other populations. Jews think it happens to Arabs, and Arabs think it happens to the Ultra-Orthodox. At the end of the video, we reveal the harsh truth: it happens to everyone.
The campaign was covered by Channel 2 News, Israel's most widely watched news
A follow-up campaign during the COVID-19 era mobilized Israel's leading doctors
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