Nechdal helps people address money they owe when the person owed can no longer be found. Founded by Gedolei HaPoskim and endorsed by leading rabbanim, its Beis Din provides a halachic process for resolving these unknown debts. The money is reserved for its rightful owner and lent interest-free until that owner is found.
Nechdal needed more than awareness. It needed to take an obligation most people had never thought about and make it feel immediate and personal before Yom Kippur.
BLMG faced an unusual challenge: how do you market a solution to a problem most people don’t realize they have?
A scratch, a spill, a forgotten loan, or an accidental overcharge could leave a debt behind long after the incident itself was forgotten. We wanted to make that invisible obligation feel personal before Yom Kippur, helping people recognize those moments in their own lives and understand that there was a clear way to address them.
BLMG started with something everyone already understood: they would never knowingly take what belongs to someone else.
The campaign turned familiar accidents into questions people may never have asked themselves. What happens if you scratched a car and can’t find the owner? What if you still owe a forgotten loan?
BLMG developed Nechdal’s messaging and website, created custom videos, and carried the campaign across print and digital media, shul posters, and video trucks throughout frum neighborhoods.
The campaign also expanded into music, with Motty Steinmetz recording an original song and music video built around the message.
BLMG gave Nechdal a clear way to bring an overlooked obligation into public view. The campaign helped people recognize a debt they may have forgotten and discover a way to make it right.
We can’t always undo a mess. But we can make it right.
