‘Proud Strikers’ in Israel fight for Rights in Campaign via BBR Saatchi & Saatchi and ‘The Aguda’

In Israel, the LGBT community is not allowed to marry, adopt or be a parent as their basic rights are denied by Israel’s increasingly conservative government.

To address this problem BBR Saatchi & Saatchi partnered with The Aguda, the Israeli National LGBT Task Force to propose a one-day nationwide strike urging the LGBT community to stay away from work and “show the entire country that they are not second-rate citizens and that this law affects people from all walks of life.” People they know and work with. Doctors, lawyers, pilots, hi-tech workers and many more productive people employed everywhere.

According to the case study:


While we were unsure how the country would respond, even we were surprised by the extent of the public endorsement of their cause. Within hours of the announcement, leading companies and people all over the country joined our struggle:

While international companies like IBM and Apple made public global announcements denouncing the law, other companies freed their staff and promised not to charge them for the day off – some going even further than that and promising their employees to fund such complicated affairs as surrogacy procedures which cost up of half a million shekels.

Surprisingly, FMCG companies usually scared of religious boycotts of their goods (the religious orthodox have great spending power and often use it to curb companies to their will) joined our cause too as did hospitals, workers unions, celebrities, politicians, government ministries and even police officers who are traditionally banned from striking!

Notwithstanding this, gay talk show hosts canceled their show while news & entertainment websites blackened their screens.


Last but not least, people all around social networks changed their profile pics to mark their support, and while over 1 million people were exposed to the rally event on Facebook, 100.000 took to the streets to demonstrate and express their outrage.

But the greatest achievement of all is by far the fact that although the Israeli parliament is now officially in recess – we succeeded in making them call an emergency meeting to re-examine the law.


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