population is naturally not as digitally oriented as the rest of the population. On the other hand, this supports the organization's business strategy, which advocates a gradual shift in the consumption of services in the digital world. 2. Collaborations - internal collaboration between all the relevant units within the organization to produce solutions which can be harnessed for the benefit of social action. This creates a sense of partnership and personal responsibility in the task, as well as a sense of daily involvement in the activity. This is in addition to external collaborations with partners who can help, such as specialized associations, professional experts, local authorities, and other service providers. 3. Persistence - in order to have a long- term effect and impact, it is important to be persistent in taking action, and refining projects as you go along. This is in order for it to be effective for all parties and be in line with the organization's policy. We were introduced to a project for aiding the elderly clientele of the bank, which experience technological difficulties. Share with us the development process of the project. What is the community contribution and what is the contribution to the employees who partake in such projects?
Leumi's social activity among senior citizens is actually part of the organization's overall social policy. About 4 years ago we added the elderly population to the bank's policy, which for years dealt with nurturing and promoting the future generation. Thus, we engage in a wide variety of activities for the elderly with the aim of alleviating their loneliness, especially in light of the Corona crisis. We help them transition to a digital world, starting with the accessibility of digital services through a mobile bank branch that reaches nursing homes and sheltered housing throughout the country. We conduct Zoom trainings on various digital tools that can help them on a daily basis to keep in touch with family members and friends. In addition, we provide trainings on the bank's digital services in collaboration with the Machshava Tova association. It is gratifying to see, especially in the last two years, how the elderly population has learned - despite the challenges - to use these services and tools. It’s rewarding to see them leverage digital solutions to engage in new areas of interest, make connections, and grasp the advantages and conveniences of the digital world.
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