BeKol: Make it loud

Israel recently held a nationwide test of its advance-warning sirens. It was the biggest exercise of its kind that the country had ever seen. Advertising agecny BBR Saatchi & Saatchi Tel Aviv felt it would offer a perfect opportunity to draw attention to one of our pro-bono clients, a charity called ‘Bekol’ – meaning ‘Loud’ – that helps young deaf people become fully integrated into society.