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2023 One Show - Print & Promotional

The Folded Newspaper

Agency blanco / Tel Aviv

Client LGBT Association


Newspaper / Single

Annual ID


About the Work

The most religiously radical government in Israel was about to take power on January 1, 2023. Senior officials of the new government have publicly declared that they intend to enact laws that discriminate against the LGBT community once they take office. In order to raise the people’s voice against it, on the government's first day, The LGBT Association came up with a way to turn the ruling party’s newspaper into a symbol of protest against the ruling party itself. We bought a half-page ad, which seems to be innocent, in the back of the ruling party's paper “Israel Today”, and secretly invited our community to fold the paper in a specific way that unfolds our poignant message together with the paper’s iconic logo: “Israel Today”, Russia tomorrow? Do not let Israel become a hostile country for the LGBT community. ‘The Folded Newspaper’ became a symbol of the LGBT protest on social media, as thousands of people purchased the paper, folded it and shared it to raise their voice against the new government.

2023 Awards

Total Points: 9



blanco / Tel Aviv

Art Director

Sivan Ben Shitrit


Gefen Fertig

Chief Creative Officer

Daniel Bnaya

Account Executive

Shaked Dayan


Eviatar Sadon


Shelly Maroni

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