Vote of confidence in children's future
In fundraising campaign based on major parties' election bid, ELI association calls on Israelis to show their support for children who suffered abuse
Using ads based on the major parties' election slogans, the association calls on the Israeli public to "vote" for children in need and have a real impact on their life course.
The McCann Erickson advertising agency took on creating the $75,000 campaign pro bono.
Founded in 1979, ELI is recognized by the Government of Israel and other human service agencies as the only organization in Israel that deals specifically and exclusively with all of the various aspects of child abuse.
The organization has worked tirelessly to increase the awareness of the problem by educating the public at large, by training professionals, by lobbying policy decision makers, and by providing vital information to potential victims and parents - all in order to expand ELI’s ability to give assistance.
Support is kids' only chance to rehabilitate
One of the ads shows a boy looking straight at the camera and above him the caption – used in Likud Chairman Benjamin Netanyahu's campaign – "I need you on my side." In a second ad, another boy is seen staring at the camera, and the slogan, "Staring truth in the eyes," which accompanied Labor's Ehud Barak's campaign.
Barak?
A third ad, which echoes Kadima leader Tzipi Livni's ads, shows a girl and the slogan, "The courage to make a difference."
"These three children represent the thousands of kids in Israel who suffered abuse, rape, neglect and violence, and who have been removed from their homes for fear for their lives," explained ELI in a statement. "Studies have shown that the chances of these children to become integrated into society are slim unless they receive close and prolonged assistance, whose financial cost is enormous."
Livni?
Dr. Hanita Zimrin, ELI's founder and chairwoman, said that following the great number of abuse cases reported by the media in the last year, there has been a significant increase in calls to the association's hotline.
"The donations will help us reinforce the therapeutic system and allow all the victims who turn to us to receive full mental help that will assist them in dealing with the hard traumas they underwent.
"We operate many projects in the fields of information and prevention among parents, teachers and professionals. These projects can only be made possible with the public's support," she added.
ELI's Hotline: 1800-223-966
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