Advertising Charter

Background

Israel was a melting pot, a country of immigrants who came from many different parts of the world.

It was a place where East met West, where Ashkenazi Jews (from western countries), Sephardic Jews (from Arab countries), Ethiopian Jews, Arabs and Christians lived side by side.

Yet in Israeli advertising, the white Caucasian, blond, blue-eyed stereotype still reigned supreme.

Portrayals of single-sex families were rare and glimpses of black Ethiopian kids even rarer. Arabs were usually shown in various unflattering roles.

The way BBR Saatchi & Saatchi saw things, the industry had a proactive role to play in levelling the playing ground, abolishing prejudice and blowing up the glass ceiling.