Dizingoff Center Sustainability department
Dizengoff Center is a shopping and errands center, but the brand – synonymous with the Tel Aviv spirit more than any other shopping mall, would like to expand to other fields in addition to shopping – all of which fall within the scope of sustainability.
With this desire and vision, Sheana Shechterman, head of DC's sustainability department, and Alon Pilz, the CEO and co-owner of DC, came to HaKlinika. Sheana is an old friend of HaKlinika, and we collaborated in the past, when we formulated a strategy and accompanied the establishment of the Israeli Association of Ecology and Environmental Sciences Mimshak Program.
We were invited by Dizengoff Center to formulate a strategy and a long term work plan for the sustainability department. DC's sustainability department will work to position the center as a paragon of the integration of consumerism, community, and environment, by transforming it into a more sustainable shopping center. Dizengoff Center's sustainability department started its activity in 2014. Today, DC houses a variety of activities in the field of urban sustainability like hosting school kids for planting trees activity, investing in energy saving systems, a center for hydrophonic urban gardening on DC's roof and more.
Meatless
Monday
The Meatless Monday movement has been active in Israel since 2012, as part of a global movement that encourages people to reduce their meat consumption and improve their health and benefit the environment as a result. Meatless Monday is a campaign that evolved into an association initiated and co-directed by HaKlinika and Miki Haimovich. We have met Miki at the Ministry of Environmental Protection when she came for a meeting in the aim of promoting a day without meat in Israel. She did not leave the meeting with a governmental campaign, as she had hoped, but she did leave with friends in arms and we have walked together in this path ever since. Together we founded the Meatless Monday non-profit organization and we are running a long term campaign, with quantifiable goals and targets, which gains success and popularity in the Israeli public – 30% of which do not eat meat at least one day a week.
Israel Ministry
of Environmental protection
The brief of the Minister of Environmental Protection, Gilad Erdan, was "promote sustainable living". We identified the subject of waste in general, and food waste in particular, and raised awareness of the ramifications of wasteful behavior in other fields, e.g. electricity consumption, driving, garbage, and excessive shopping.
We expanded the campaign to additional messages like recycling, green construction, green government, and more. The campaign, produced by Israel's Government Advertising Agency, and featured on all media outlets, gained wide media exposure and popularity and was well received by most of the public. It was the biggest environmental campaign ever to be aired in Israel.
Woosh Water systems
A network of smart water fountains for use in the public space, aimed at giving easy access to clean, affordable, and delicious water to the residents of cities – significantly reducing the use of individual water bottles as a result.
We met Itay Tayas Zamir, the project's initiator and director, at The Heschel Fellow Program. Itay came to HaKlinika in order to formulate a launch program for the global pilot of Woosh in Tel Aviv. The launch program included a technical feasibility study of the water stations, testing messages and people's usage habits of the stations, formulating a visual language and creative for the launch, developing and accompanying the work and action plan throughout the launch. Drink Up!
Green Knesset
the Israeli Parliament
Green Knesset is a multiyear project aimed at transforming the Knesset into a legislature that views sustainability as a beacon that guides its activity. The Green Knesset project includes efficient use of energy, environmental education, "green" transformations, and more. The vision of the Knesset's chairman and staff is that the Israeli Knesset will be the greenest parliament in the world. We were invited by the team that leads the project in the Knesset, along with Israel's Government Advertising Agency, to work on the formulation of a communication strategy and the branding of the Green Knesset launch.
Mimshak
(in Hebrew, "interface")
"The goal of the Ministry of Environmental Protection is to make itself redundant", told us Valerie Brachya, the Senior Deputy Director General for Policy and Planning in the Ministry of Environmental Protection. Meaning, all government offices should treat the environmental subject as though they were the Ministry of Environmental Protection. With that in mind, we developed the strategy for Mimshak program of the Israeli Association of Ecology and Environmental Sciences (ISEES). The program places doctoral and postdoctoral candidates in government offices. The program promotes environmental protection, and at the same time also encourages young scientists to take an active involvement in the preservation of their subject of study.
Earth Hour
We learned about Earth Hour project while we were still working in commercial advertising. The international network we were affiliated with, Leo Burnett, released the video of the project, and the magic had won us over. In our naivety, we decided to bring the project to Israel. With the full backing of our agency we raised money, recruited partners, and produced the Tel Aviv campaign. On March 28th, 2008, tens of thousands of homes in Israel turned off their lights for one hour, in identification with the fight against global warming. The campaign received massive media coverage and was successful beyond our dreams.
Zavit (in Hebrew, "angle") – Environmental Science News Agency
It's not a secret that environmental issues are often pushed aside in favor of defense, economic, and social agendas.Despite environmental scientists' repeated and increasing warnings about the effects of climate change and their criticism of man's treatment of nature, it seems that decision makers and the general public are not always willing to listen.
The lack of interest often stems from the difficulty of dealing with scientific jargon and the vast quantities of information that exists on the one hand, and the absence of scientific information on the other hand.
The Israeli Association for Ecology and Environmental Science (ISEES) wished to break through this barrier and promote media exposure of environmental subjects. At the recommendation of HaKlinika, ISEES decided to set up Zavit – Environmental Science News Agency. Leading scientists and writers make Israeli and international studies more accessible to the media, as well as to decision makers like government offices, universities and more.
Neot Kdomim biblical-nature park
As part of the strategy that we created for Neot Kedumim, we changed the positioning of the site – a biblical landscape reserve, known mainly to school students or those who wish to celebrate various private occasions – into the field of "edutainment", integrating education and enrichment through a real experience on the ground. We renamed the site "Neot Kedumim Park"; redefined it as "bible, nature, and culture", and in collaboration with Studio Touch, formulated a new brand-language geared towards making the park more appealing to the general public. In addition, we recommended a restructuring of the site's contents to make them more compatible with the digital generation, without compromising on the quality and substance of the actual contents.
The Green Globe Awards
The Green Globe is an annual award event of the Life and Environment Organization, the umbrella group of the environmental movement. The Green Globe Certificate is awarded to individuals and organizations for their achievements in environmental activity and for promoting sustainability in Israel. HaKlinika has helped develop the marketing, branding, and communication language, the annual theme for the events, and collaborations with sponsoring businesses. The Klinika led the production and marketing communication of the Green Globe events in 2008-2012.