On July 12, 2006, at 9:05 a.m., IDF soldiers Ehud Goldwasser and Eldad Regev were kidnapped by Hizbullah operatives on the northern frontier. They were taken into Lebanese territory and not heard from since. As a show of solidarity, at 9:05 a.m. Thursday morning, The Jerusalem Post Web site JPost.com, together with other top Israeli Web sites, such as Walla!, NRG, Ynet, MSN, Army Radio, Israel Radio, Keshet, Reshet, Nana and Tapuz ceased all their on-line activity for the duration of five minutes. The only major Israeli Web site that did not block its online activity was Google Israel. However, Google did add on its homepage a link to the Google search results of the "Veshavu Banim L'Gvulam," which it is a Hebrew phrase expressing hope that the soldiers will return to Israel. Instead of the JPost.com site, a unique page titled "The soldiers cannot be found," which is a play on the words, "Page cannot be found," the message which sometimes appears when an inactive Web site is loaded. "This is the first time ever that a 24/7 media platform is ceasing all activity in coordination with other Web sites. We hope that this act will contribute to the numerous efforts that the families of the soldiers have made in raising public awareness among Israeli society and with the decision-makers, in the quest of securing the release of their loved-ones," Eran Geffen, CEO of Y&R Interactive, who leads the initiative, said.