A strong symbol that made an impact.

In 2014, thousands of Holocaust survivors in Israel were still not receiving the financial support they were entitled to. The challenge was not a lack of available rights, but a lack of awareness and accessibility — many survivors simply did not know what they were eligible for, or how to claim it.

I led the development of a national campaign designed to raise awareness and drive action, built around a simple and highly visible symbol: a painted yellow hand. The idea was to create a campaign that could cut through public indifference and encourage both awareness and participation.

We mobilised a wide range of public figures — including celebrities, actors, football players, and members of parliament — who painted their hands yellow and shared the message across media and social platforms. The campaign combined PR, partnerships, and digital activity to maximise reach and visibility.

Over five years, the campaign contributed to a more than 300% increase in donations to the organisation, helping secure millions in financial support for Holocaust survivors and significantly expanding the number of people reached and assisted. The campaign and the yellow palm symbol still accompany the NGO's activities today, twelve years after it was first created.