The goal of the campaign was to provide food shopping cards worth 250 NIS, allowing approximately 40,000 needy families all over Israel to buy groceries from major supermarket chains in order to prepare and eat a meaningful festive Rosh Hashanah meal for their family.
Food shopping cards are electronic gift cards that are automatically “filled” with 250 NIS each month toward groceries (except for alcohol or cigarettes), allowing the cardholder to choose what they want to buy. Local welfare and absorption offices distribute the cards to needy families and individuals in specific cities.
Many of the campaign’s partners visited the campaign hub in the Dizengoff Center in Tel Aviv on Sunday, August 22nd including representatives such as the Kimat Chinam supermarket chain, Radio Tel Aviv, Ananei Tikshoret (who sponsored a commercial to be aired on all of their TV stations), the Dizengoff Center, Burger Ranch, Radio “Emtza Haderech, various local celebrities and Communications Minister Moshe Kahlon, who was the first person to donate via SMS to the campaign.
About the campaign, Minister Kahlon said, “The issue of food insecurity is extremely important to the state of Israel. The beauty of this specific project is the use of electronic cards, which allows needy families to go to the supermarket just like everyone else and to buy groceries without any injury to their self-respect or their privacy.”
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