rehabilitate different distressed communities en

How can we rehabilitate different distressed communities?

35% of respondents believe this to be one of the main three aspects in which companies can assist with

As the magnitude of loss, pain and damage following October 7th unfolds, we have to face the ones who took a direct hit. Entire communities bordering Gaza had to quickly evacuate, leaving behind their homes either destroyed or whole, but surely taking their shattered hearts with them. Many were murdered, kidnapped, and hurt physically and mentally.

Israelis showed up wholeheartedly for these communities from all social sectors, pitching in with everything they’ve got. That being said, rehabilitation is a long process that requires everyone to be fully on board and have enough foresight –and brands can and should pitch in as well.

The big challenge: authentic long-lasting aid

01

The will to give vs. the ability to do so extendedly

As the war broke out, big companies made it rain with donations – a blessing and a must for any big Israeli organization. However, it’s worth noting that not all companies are equal: they can’t all afford a constant stream of donations. Smaller companies can’t keep up.

02

Line-of-work related aid

To make the donation perceived as authentic rather than cynical, it has to reflect the brand’s activity. For instance, product or service giveaways, or anything that demonstrates the connection between business activity and human necessities in real time. Some products are more challenging than others in that sense, such as schools or cosmetics.

03

Prioritizing audiences

While some communities took a direct hit, it’s important to keep a wide perspective and remember that the war has injured Israeli society as a whole. How long will you offer special aid for a specific audience, and when’s the right time to offer comprehensive aid? Even special aid based on closeness to war zones seems to be under public fire. Can brands do this for long?

Collaborate with employees and customers

Society makes a brand, as well

A brand is way beyond its products: it interacts with employees, suppliers, partners and customers. Discounts aside, brands should work with the people in them and society to help distressed communities.

Examples

→ Arrange volunteering sessions outside of work. For instance Strauss might go cherry picking, or Tnuva might go cow milking.
→ Produce an event with exclusive access for volunteers only.

Match your brand with the right audience

Companies that connect their line of work and their contribution with the right audience, make giving an authentic and long-lasting act.

Examples

→ A cosmetics company offering makeup workshops to evacuated women.
→ An online invoice company will give discounts and special programs for small business reservists.

How can we take action?

The role and responsibility of brands the day after in key pain points

How can we handle the growing social tear?

How can we rehabilitate distressed communities?

How can we empower a depressed and trauma-stricken country?