Israel’s Magic Moments campaign works with HR departments to reach employees

Published August 31, 2021

The Magic Moments campaign in Israel is taking new directions with a new range of partners. Run by Hop!, a media channel for preschoolers, the campaign originally launched on TV and online and in partnership with government ministries, municipalities, companies and community organizations. Now some of the country’s top employers have signed up to a new phase of the campaign.

On 24 June 2021, a presentation at the conference HREXPO explained how the campaign shares ideas for parents and caregivers to create “magic moments” with their children out of everyday situations, and how this can contribute to employees’ wellbeing. The conference was attended by 2,000 people who work in HR, and its newsletter reaches 15,000 people.

Magic Moments campaign being presented at the HREXPO conference

Five companies have already signed up as partners to promote campaign content to their employees: hearing aids supplier Medton Hedim, computing support provider Emet Michshuv, data startup Octopol, the City Council of Rishon LeZion and the bank Mizrahi-Tefahot.

The campaign has developed a multi-tiered offer for companies, starting with management of WhatsApp groups for employees who are parents, and including the options of more customized messaging, activities and events.

Another Magic Moments project using WhatsApp came together in July, when seven influencers agreed to share their own “magic moment” with their followers and encourage their followers to post a photo and description of a “magic moment” of their own, with the best story winning a weekend getaway.

Influencers sharing their own magic moments with their followers on Instagram

In these last two weeks of August, the campaign is running a free online summer camp headlined by well-known TV entertainer Liora Shlezinger. Every day it sends parents three ideas for activities, from art to baking to planting seeds. This period is known by many parents as a difficult time for keeping their children entertained, as summer camps are typically over but schools have not yet restarted.

The Magic Moments campaign is available in Arabic as well as Hebrew.