10-Percent: What Makes A Hero? - A Documentary

Against all odds, some people will always fight for what is just - who are the 10%?
Yoav Shamir Films
Tel Aviv
6 Team Members
10-Percent: What Makes A Hero? - A Documentary is a sponsored project of Sheffield Doc/Fest

Our main goal is that 10% will reach a wide audience and make an impact.
Each and every person that contributes, even the smallest amount, 
will get a one-off free digital view of the film. 
It is up to you to decide how much money you can and want to donate. 
The perks are my way of showing my appreciation for your support.
-Yoav Shamir

Thank You!!!

We reached our goal of 30K.

Thanks to our 250 


for believing in us. 

We still have a long way to go

but you gave us the push up the hill

we needed at this stage.

Please stay in touch:




Exciting News!!!

Michael Moore has joined as an Executive Producer.


10% is a new documentary film by multi-award-winning director Yoav Shamir exploring the idea of: 

What Makes A Hero? 

On this page you will be able to donate funds, which will enable us to complete the film. We truly are thankful for any support that you can give, and every dollar donated will make 10% a better, bolder and braver film. THANK YOU!



Yoav Shamir is a multi-award-winning independent documentary director, producer and cinematographer. For 12 years, Yoav has been known for pursuing complex and taboo social, political and cultural subject matters, and delivering thought-provoking films with energy and rigor. His impressive work includes: CHECKPOINT, DEFAMATION, 5 DAYS and FLIPPING OUT which have all been broadcast and have won prestigious awards at some of the largest film festivals including the Sundance Film Festival, Berlin, IDFA, Hot Docs and Tribeca.


"A masterful documentary." - Chicago Tribune.


"A beautiful portrait of many, many ugly truths." - The Guardian.



"An incredibly bold and brave film." - Michael Moore / Filmmaker Bowling For Columbine, Fahrenheit 9/11, Rogers & Me


"A fantastic film. Defamation does exactly what documentary, at its best, can do, making us re-examine our assumptions about an important and complex subject, in an absorbing and funny way. The film's intellectual courage, boldness of conception and the excitement of the journey on which it takes you, make this a winning film." - Nick Broomfield / Filmmaker Kurt & Courtney, Aileen: Death of a Serial Killer and Biggie & Tupac


Michael Moore who has NEVER executive produced or produced another film maker’s film, is doing it for the first time with our “10% - what makes a hero” documentary!

"I was thrilled to hear about Shamir's new film and will do everything I can to see that he gets it made. This is an urgent film, someone needed to make it, and I can't think of anyone better than Yoav Shamir. Yoav Shamir is that rare documentary filmmaker who is fearless and willing to show us the uncomfortable truths about the world we live in" Michael Moore.

From now on Michael Moore will match every $$$ till we reach our goal!
What a great way to double your money …


"10%" follows a revolutionary human behavioral study exploring what makes a hero? 

As seen in the trailer above, the idea for the film is based on two controversial studies on human behavior: Dr. Stanley Milgram's Studies on Obedience (1963) and Dr. Philip G. Zimbardo's Stanford Prison Experiment (1971). While most research explored - how good people turn evil, we, along with Dr. Philip Zimbardo at Stanford University, and Dr. Rony Berger, set out to explore why a small minority of people - only 10% - can resist authority, cannot be swayed, and remain "good" people.




  • The ordinary German family that risked their life to hide their Jewish neighbors during the Holocaust.

  • The student that defiantly stood alone blocking tanks in Tiananmen Square.

  • White South Africans who defended the rights of black South Africans during Apartheid.

  • Only one person jumping into a river to save a drowning stranger, whilst a crowd stands by and does nothing.


It is this group of individuals who risked their life, and their own freedom to defend the liberties of those that could not defend themselves. Without these selfless citizens no social change would have occurred.


But what is most interesting are the motives behind these actions: 

What compels someone to maintain his or her integrity, go against the grain and fight for what is JUST?


Are there similarities or is there a pattern that can explain why very few people - less than 10% - choose to act in a way which can be interpreted as, well, HEROIC?


And most importantly: How can this small minority influence the majority to benefit all of humanity?


It is these essential questions that drove Yoav from San Francisco to New York City, the Congo, Slovenia, South Africa and then back to Israel and Palestine, to explore these ideas fully through a myriad of colorful characters and situations. As in Yoav�s previous films, his quest led him to some funny, dramatic and unexpected places along the way.

Yoav Shamir - 10%


 "10%" empowers each of us to reflect, assess and ultimately improve how we behave in our own relationships, and our role in our communities. Ultimately, it will challenge our predisposed ideas of heroism, unveiling the most fundamental truths about human nature.



Since the project started over 3 years ago, the broadcast sector (which is the primary source of documentary funding) has lost a significant amount of public funding, under the constraints of a tough economic climate, and the rise of inane reality tv programming.


In today's environment crowd-funding sites like this one are the best way that we as citizens can support smart, challenging and insightful films and stay connected to one another. Now we need YOUR help!


We need at least $30,000 to complete the film.In fact we need about 300,000$ to complete the budget but we are hoping that eventually TV and DVD sales will make up some of it. Every dollar raised will be used towards:

  •               Online and Offline edit
  •        Animated scenes
  •        Purchasing of archive necessary to tell the story 
  •        Graphics
  •        The output and delivery of an industry standard high quality formated film


We will then be able to deliver the film to several broadcasters, and have it premier in international film festivals and to allow it reach broad audiences worldwide, and straight to you!


All our incentives for your donations are listed to the right, and we thank you in advance for your support!




Occupy Wall Street Chihuahua 2011 Shankbone 3
Photo courtesy of: David Shankbone

After a year of large-scale citizen protests right around the world - from the current OCCUPY movements to the Arab Spring and further, every day ordinary people are taking a stand.


As Gandhi said, "be the change you want to see in the world".


10% hopes to:


EMPOWER everyday citizens to better themselves and be architects of change in their communities


EQUIP new and old generations of activists with the necessary tools to continue their work


ENCOURAGE armchair observers to get up, participate and take action


NOW is the perfect time for 10% to reach audiences who are yearning to express themselves and channel their energy and expression into positive action!



The 10% Man

Yoav Shamir: A personal dialogue with people watching my films is not only satisfying, it gives me the courage to continue making my films. I NOW want to take our relationship to the next level. I appreciate all comments, ideas and messages that you have about this film, and would love your opinion. At this point I really need your help.


Aside from your generous donation, you can help SPREAD THE WORD! Tell your friends, family, colleagues, neighbors and students about this campaign.

SHARE through social media sites including Facebook, Twitter, LinkedIn and more.

Participate in the 10% COMMUNITY and JOIN US on:


Facebook: www.facebook.com/yoavshamirfilms

Twitter: www.twitter.com/yoavshamirfilms

And check out our website - www.yoavshamirfilms.com - for more details about 10% and further Yoav Shamir films.


10% is a project driven by passion, curiosity and heartfelt dedication. 

Find This Campaign On
raised by 246 people in 3 months
102% funded
No time left
$30,000 USD goal
Flexible Funding This campaign has ended and will receive all funds raised.
Campaign Closed
This campaign ended on January 31, 2012
In partnership with
Select a Perk
  • $10USD
    You will receive for

    A heartfelt thanks, a 10% signed digital postcard and our weekly 10% campaign e-bulletin from Yoav Shamir Films keeping you informed of all the exciting news about the film for the duration of the campaign!

    38 out of 3000 claimed
  • $25USD
    You will receive for

    A personal 10% signed postcard, our weekly 10% campaign e-bulletin PLUS a complimentary digital download of Yoav Shamir's 1st film - Marta and Luis (2001) – a romantic, charming film set in Cuba, never before released to the public. PLUS 25% of a digital download of 10% upon its Download Release!

    49 out of 1200 claimed
  • $50USD
    You will receive for

    A personal 10% signed postcard, our weekly 10% campaign e-bulletin, a complimentary digital download of Yoav Shamir's 1st film - Marta and Luis (2001). PLUS a FREE a digital download of 10% upon its download release!

    44 out of 500 claimed
  • $75USD
    You will receive for

    All as above - PLUS a FREE signed limited edition DVD of 10%.

    10 out of 300 claimed
  • $100USD
    You will receive for

    All as above - PLUS a signed SPECIAL edition 2-PACK DVD BOX SET including 10% and a feature-length version of Flipping Out, Yoav Shamir's controversial film about young Israeli's drug use in India that premiered at Berlinale in 2007 though was censored for Israeli television.

    43 out of 200 claimed
  • $250USD
    You will receive for

    All as above - PLUS a signed 6-Pack limited edition DVD BOX SET of Yoav Shamir's films: that includes 10%, Defamation, Checkpoint, Flipping Out, 5-Days, Marta & Luis.

    16 out of 120 claimed
  • $350USD
    You will receive for

    All as above PLUS 2-exclusive V.I.P. PASSES to the premiere screening of 10% in your closest major city or film festival (travel and accommodation not included)!

    1 out of 70 claimed
  • $1,000USD
    You will receive for

    All as above PLUS a THANK YOU credit on film's end titles - AND 4 x 10% t-shirts and V.I.P PASSES to the premiere screening of 10% in your closest major city or film festival including drinks with the 10% crew (*travel and accommodation not included) OR a one hour private 10% Q&A session with Yoav Shamir *LIVE via SKYPE. (*valid as either a public or private event).

    3 out of 20 claimed
  • $2,500USD
    You will receive for

    All as above PLUS: a SPECIAL THANKS credit on the film's end titles PLUS a private dinner with Yoav and up to 4 of your friends, after the film's premiere in your closest 10% screening city! (*travel and accommodation not included). These donations can be tax deductible through our 501(c)(3) partner.

    2 out of 10 claimed
  • $5,000USD
    You will receive for

    Yoav Shamir merchandise PLUS: a PRIVATE SCREENING of 10% for you and 25 guests in your home or business WITH YOAV SHAMIR himself! Along with a personal Q&A session. You can also choose another Yoav Shamir film to screen as double bill. ** This offer is transferable - for example as a gift. (*travel and accommodation are not included). These donations can be tax deductible through our 501(c)(3) partner.

    0 out of 6 claimed
  • $10,000USD
    You will receive for

    Yoav Shamir merchandise PLUS: an ASSOCIATE PRODUCER credit & let's MAKE a film together. Yoav Shamir will travel to YOU for 48-hours with his camera and editing gear and make a 5-10 minute film with you and your family/friends/neighbors! ** This offer is transferable - for example as a gift. (*travel and accommodation are not included). These donations can be tax deductible through our 501(c)(3) partner.

    0 out of 3 claimed
  • $30,000USD
    Let's discuss for

    A more significant role in the film - we can offer a Co-Executive Producer credit for $30,000 or an Executive Producer credit at $50,000. Your name will appear as EXECUTIVE PRODUCER in film credits. These donations can be tax deductible through our 501(c)(3) partner. Please note that these are honorary titles and do not engender any creative or business involvement/decision-making nor does the credit entitle any claim of ownership. Please discuss with us privately.

    0 claimed
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