The battle against rising fuel prices kick starts today with a convoy from Tel-Aviv to the Finance Ministry in Jerusalem. Jerusalem, Israel. 03/01/2011.

A fire spontaneously ignited on Facebook by Asher Ben-Ari and Zeev Grower moved to the roads this morning attracting not more than a few dozen participants. Slowly driving from the Tel-Aviv Glilot Junction to Jerusalem at not more than 50 KPH the convoy attracted the attention of drivers on the road, some honking in support, others in anger at traffic slowdown while the vast majority of Israelis chose to do no more than clicking "Like" on the group's Facebook page.

Gas prices rose this week to a new all-time high - 7.24 NIS per liter for 95 octane fuel, the equivalent of 1.54 EURO or 27.40 USD per gallon.. The price hike is due mostly to taxation as the Israeli government reaches deep into consumers pockets taking 56 percent of what consumers pay for gas.