which young people aged 16-18 took part. The initial results deeply reassured us. We met with teenagers and their parents, who told us: You changed my child's life! How many brands have the ability to change the lives of teenagers? We wanted to reinforce that volunteering is cool. We noticed that those who do good, also play sports, invest in their studies, and have enough time to do good for others. That is the new Generation Z. Ido: Which leads us to the next point: get off the couch, take action and start volunteering. This subject concerns us quite a bit. It's not so easy to volunteer if you don't know where. There are many who are ready and willing yet end up lost and give up. You managed to accomplish that with teenagers- even more so- on their summer vacation. I’ve discussed this many times with the Ministry of Education, how to successfully get youth more interested in volunteering. Yet you managed to get thousands of them to volunteer and you honored them on the billboards - real people! It's a bold move. Do you know of any other examples of such a connection between customers and brand? Harel: There are campaigns for doing good, Coca-Cola also did several campaign-type of projects that invite people to send us pictures of an activity, something that lasts a few weeks and then concludes. The WOW Tour did not
follow a campaign approach. When we started the project, we said it would not become an annual activity. By the way, that’s the reason why we also entered the Coca-Cola app. Teenagers can sign up to volunteer throughout the year and no less important, they themselves asked us: why is it only available in the summer? Usually a campaign lasts a month, WOW Tour lasted three months, a long stretch of time from May to August. It was a challenge for us to keep the program relevant among the target audience, even more so during the summer when the teenagers are either in school or at the beach. We were heavily conflicted. We were not sure if there would be any response or feedback from their side. We defined the campaign style in advance: there will be no actors involved, only the volunteers themselves. The volunteers will be our models. We followed discussions on social media and noticed that they are still involved and busy with it even after the campaign concluded. Unfortunately, Covid-19 began and disrupted everything. We had to stop all of the action. But this was a project that brought with it a lot of added value. Regarding the connection to Ruach Tova, I have not come across such a model, in which a whole system connects to a volunteering organization in order to create a platform that makes it possible to volunteer and also to make sure that they actually go out to volunteer. When it was pasted up on Coca-Cola's
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