You can call it 'pro-bono' – this is something we initiated because we care.
There's an ancient simbolic custom every year before yom-kippur – called "kaparot" – means – "atonement" – in which people take a rooster or hen, fish or or coins and gives them to charity, thinking – their soul would be the one taken if they wouldn't regret their sins. of course this is only a symbolic custom which would be harmless if it wasn't for the poor animals. Luckily – anyone can perform the "kapparot" without hurting any animal.
The campaign calls everyone with a humorous way – to choose the option of coins – and show a little mercy to those who are weaker than us – especially when asking for mercy from god.
The target audience is the religious communities – and ancient customs like that are very close to their hearts (and our hearts too)
respecting that – the campaign is not accusing in any way – the concept very clean and non violent.
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