Deputy Foreign Minister Daniel Ayalon released a one-minute video as part of a new campaign, titled "Just One Minute", in which he called on the International Olympic Committee to devote a minute of silence during the opening ceremony of the London Olympic Games in remembrance of the massacre of eleven Israeli athletes at the 1972 Munich Olympics. The IOC refused to formally honor the memory of the murdered athletes, and so Ayalon is working to garner public support for the campaign led by the bereaved families who have been working for an official commemoration for 40 years.