The Rationale:

To build awareness and generate new and ongoing donations, we publicize scientific discoveries and breakthroughs that were accomplished by the many research and science teams at The Weizmann Institute. Each execution includes images of scientist(s) and/or researcher(s) working on new discoveries and solutions at The Weizmann Institute along with visuals reflecting human success stories.

Each ad starts out asking the audience to help support The Weizmann Institute, and that request is then followed by a brief overview of what The Weizmann Institute does and stands for, offering further rationale and motivation to the request for donation.