Posttraumatic stress disorder (PTSD) is a severe anxiety disorder that can develop after exposure to any event that results in psychological trauma, such as the threat of death to oneself or to someone else in a really scary war. The Yom Kippur war stressed an entire nation.

The ad is part of a campaign addressing those who suffer from post-trauma depression as a result of the Yom Kippur war (The 1973 Arab-Israeli October War), which broke out exactly 39 years ago. The Yom Kippur War is considered the greatest traumatic event Israel has suffered since its independence, with the highest number of casualties and fatalities. Natal – Israel's Trauma Centre for Victims of Terror and War, helps all emotionally distressed trauma victims who carry the burden of the war with them and guides them back to life.

The Client: Natal – Israel Trauma Center for Victims of Terror and War Media: Print Advertising Agency: Y&R Israel Chief Creative Officer: Benni Bronski Creative Director: Sagi Blumberg Art Director: Asi Gurtenberg Copywriter: Michal Perry Executive Client Director: Daniel Meirovich Account Supervisor: Adi Sharon Production Manager: Shira Robas Producer: Lirona Spivak Photographer: Menachem Reiss Assistant Photographer: Doron Oved Actors: Ruth Yakobson, Avinoam Katz Published: October, 2012

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.