Six out of ten girls are ashamed of their bodies. Mom, join the conversation about the ideals of beauty.

To raise awareness on the important issue of girls’ low body image, we build a huge folded billboard in Tel Aviv’s biggest square. The billboard invited mothers to join the conversation.

Advertising Agency: McCann Erickson, Tel Aviv, Israel
Executive Creative Director: Nir Levi
Copywriter: Lior Shoham
Art Director: Sarit Rotman
Photographer: Ohad Romano
Illustrator: Eli Azarzar
Producer: Inbal Fanan
Account Supervisors: Adi Oren, Dikla Pinhasi
Account Managers: Daniella Shlomo-Spiegel, Alona Zaharenko
Planners: Ravid Tiber, Alon Roded