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Women to go!



Atzum - The Task Force on Human Trafficking is airing a harsh social campaign against human trafficking. The campaign, created by Shalmor Avnon Amichay / Y&R Interactive, will center around the launch of.....

Women to go!

A concept store that sells "tailored to taste" women in the middle of one of the busiest shopping centers in Tel Aviv

Atzum - The Task Force on Human Trafficking is airing a harsh social campaign against human trafficking. The campaign, created by Shalmor Avnon Amichay / Y&R Interactive, will center around the launch of a "WomanToGo" concept store that will offer tailored-to-taste women for sale.

The store will be located in the Dizengoff Shopping Center, one of the busiest centers in Tel Aviv and will remain open for only one day 19/10/10. The Task Force on Human Trafficking has made it its purpose to eradicate the human trafficking phenomenon in Israel.  For that purpose the task force members are calling on the Israeli government to pass the bill proposing that customers of prostitution services will be incriminated.

The campaign aims to take the phenomenon of women trafficking out from the darkness and place it at the center of the Israeli scene.

Throughout its activity the 'WomanToGo' store will seemingly offer women for sale using actresses and fashion models.  The women will be displayed in the store with price tags on their bodies.

Adi Orenstein, Dizengoff Center's marketing manager, says:  "Dizengoff Center has joined the project out of empathy to the cause. Apart from being a shopping and entertainment center, the Dizengoff Center is a social center which provides support and assistance in promoting social goals. We think that the store opening in Dizengoff Center, out of all places, strengthens the message behind the project. The Center is an active shopping center which offers a wide variety of products and now offers "women for sale" illustrating the purpose of the campaign and demonstrating the rough experience behind human trafficking".

Advocate Ori Keidar from the Kabiri-Nevo-Keidar law firm, a founder of the Task Force, explains: "Experience from around the world has proven that incriminating customers of prostitution services results in a significant decrease in demand for prostitution services, thus, reducing the scale of human trafficking substantially. Incriminating prostitution customers is common practice in various states across the USA and Scandinavia and generally speaking the idea will be adopted very soon across Europe. Trafficking has almost completely disappeared in countries that have passed the law, and it's about time that Israel joins the initiative and takes responsibility. The equation is simple: no clients = no trafficking."

The main goal of the campaign is signing the public on a petition calling the Minister of Justice and the Ministry of justice to adopt a bill that will define the consumption of prostitution services as a criminal act heavily punishable by law. The campaign will be accompanied by television clips, press publications, mailing, internet and on the spot designated activity.

Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yariv Twig
Copywriter: Sharon Refael, Oren Meir
Art Director: Gil Aviyam.
Executive Creative Director, Branding: Zeev Ravid
Designer, Branding: Gilad Boby
Executive Client Director: Tal Fishbain
Account Supervisor: Yael Yuz
Account Executive: Lia Gat
Head of Strategic Planning: Yoni Lahav
Planning Director: Vered Golan
Planner: Ayelet Esformes
Office Producer: Shira Robas, Sigal Nugasy
Meishav Manager: Ziv Yom-Tov
Creative Director, Interactive: Sagi Blumberg, Roy Cohen
Copywriter, Interactive: Liron Ben-Yacov
Art Director, Interactive: Dan Kashani
Production Company: Eyal Naor EXP
Director: Roy Shalem, Photography: Eyal Nevo, Media: Union,
Actors Agency: Levana Hakim.

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