This was one of the most difficult Public Relations campaigns Leyden was ever involved in. Being up against the Israeli government to put pressure on the PLO, the Syrian and Iranian governments produced limited success. The picture and story below was seen in newspapers and TV stations worldwide. Below, as a direct result of the media campaign, the Baumel family receives one half of their son's dogtag given to Prime Minister Yitzhak Rabin by PLO Chairman Yassar Arafat. Leyden was responsible for the campaign's slogan "In The Spirit of Peace - Release Our Boys". Below, Leyden was responsible for coordinating this news conference outside the PM's Office. In fact, it's Joel Leyden's hand holding up the background poster for which Admon Advertising and Leyden designed. Whenever their is a campaign as sensitive as the one below, it is in the government's interest to end it by quietly creating dissension among it's members. They were successful - the campaign weakened and these Israeli families continue to wait for their son's (MIA's) release and return to Israel.