Missing Soldiers Put Internet at Standstill
This campaign won a Gold Clio in the Content & Contact category.
To commemorate Ehud Goldwasser, Gilad Shalit and Eldad Regev, Israeli soldiers abducted by Hezbollah on July 12 of '06, Y&R/Tel Aviv asked major sites to shut down for five minutes on July 12, '07. For that short period of time, each page aired this message.
The page demanded that viewers keep the soldiers' names salient in the media. "Don't let the indifference to kill them!" it begs.
According to the agency, Israel's top 100 sites "shut down" at 9:05 on the 12th and posted the message, which led people to Habanim.org. 65 percent of the Israeli population had either seen or heard about it.
The soldiers have not been released, and Hezbollah has not confirmed whether they are still alive. (Something in me says they aren't, but the part of me that read Caddie Woodlawn likes to think they are.)
Here's a video describing the campaign.