CARE campaigns help communities build practical awareness before a critical situation happens — combining clear messages, educational tools and adaptable content for schools, families, young people and institutions.
Every CARE campaign is born from the Jewish calendar. The festival isn't decoration — it's the platform for meaning. Each traditional symbol becomes a lens for a safety behaviour: the chametz cleared from the home, the shofar that awakens, the mask that conceals, the afikoman found only through attention. Communication starts from tradition, from the festivals and Jewish values, so that safety is lived as an expression of responsibility and care for others — connected to the rhythm and memory of Jewish time.
The structure repeats and evolves with each cycle: a central concept, a manifesto, a video, social pieces, posters for institutions, a Dvar Torah and, in several editions, a physical activation — an object that makes the idea tangible.
The campaign used the kitchen of the holidays as its territory. Just as in recipes passed down through generations, the small details make all the difference — and the same is true of community safety. The central message: we keep our traditions as always, we just need more attention to the details. If you see something suspicious, report it.
Key pieces: an illustrated holiday recipe book, distributed as a PDF via link in bio; videos of community members answering what their recipe is for moving forward; posters in kiosks and public spaces, in partnership with the DAC; recipe posts on social leading to the book download.
We all wear disguises — at Purim, in life and in the stories we tell ourselves. Sometimes the disguise is part of the celebration; other times it hides something that shouldn't be there. Esther's story teaches us to look beyond appearances: what saved lives wasn't the disguise, but the courage to act. Campaign line: the mask conceals, attention reveals.
Key pieces: a central video with paid promotion, social content on reading signals and out-of-place behaviour, and the concept carried across the institutional pieces.
Leaving Egypt wasn't easy. It took a great deal of work to prepare the ground — and not all of the preparation was enough. The manifesto starts from the act of clearing the chametz from the home: just as we remove what doesn't belong in our space, we must remove from the community whatever puts us at risk. Freedom isn't chance; it's a project built every day. To be prepared is to be free. To be safe is to move forward.
Key pieces: a four-scene video contrasting the wrong table (challah at the Seder) with the prepared one; the Free and Safe Special Haggadah, an annotated edition connecting the Exodus to practical safety habits; an influencer kit inspired by Bedikat Chametz — a personalised flashlight, a Haggadah, a kosher-for-Pesach snack kit and a manifesto letter; a social calendar of myth-and-reality posts; a Dvar Torah.
One breath makes the shofar sound. It's a three-thousand-year-old alarm, simple and clear: it's time to wake up, it's time to act. The campaign treated attention as the first line of defence and connected the shofar's call to any signal that makes us notice what's out of place — an alarm, a phone call, an open door, an abandoned bag. Signature: hear the call, protect what's yours.
Key pieces: a video series with a fixed five-beat structure, in which the shofar's blast interrupts an everyday distraction and corrects the behaviour (the forgotten door, the suspicious backpack, the person watching the synagogue); posters and social with cinematic shofar iconography; a Dvar Torah on Maimonides and awakening to the collective.
After a year marked by uncertainty, Chanukah arrives to remind us that light doesn't appear by chance. We prepare, we choose and we share. The campaign linked the symbol of light to the power of the small actions that care for us and for others: to be light is to notice before the danger. Because light isn't improvised.
Key pieces: a gift kit sent to influencers carrying the campaign symbol and an invitation to share their own light with the community; social pieces and institutional messages in Spanish and Portuguese.
A western set inside the playful universe of Purim. The community's security guard is the sheriff; Haman is the villain who crosses generations. In the final duel, the sheriff's weapon is a ra'ashan: noise beats the sword, because silence helps Haman and noise calls for protection. Film signature: spotting the historical enemies is easy — the challenge is the present-day ones.
Key pieces: the main film, an A3 poster for institutions with practical recommendations, and supporting social.
The concept was born from the afikoman — the moment in the Seder when the children win. Half the matzah stays in view, half disappears, and it's the hidden half that closes the night. To find it, searching isn't enough: you have to pay attention. Not everything that matters is visible. What matters most rarely announces itself. The detail changes everything.
Key pieces: a central video, a visual identity built from a simplified keara marking the afikoman's place, A3 posters in Spanish and English distributed in synagogues across the region, and supporting social.
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802Kaccounts reached
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Yamim Noraim 5787September 2026 · globalIn production
Written for Life, Sealed by Action
CARE's first global campaign, planned for five markets: Latin America, France, the Nordic countries, Germany, and a Hebrew version. The concept draws on the liturgy of the Days of Awe: in prayer we ask to be inscribed in the Book of Life, but it's our actions that seal the inscription. The seal becomes the campaign's visual grammar — every concrete act of care receives the Sealed by Action stamp.
Key pieces: a manifesto video with a stamping mechanic, a series of short videos on the seven canonical community-safety behaviours, a Dvar Torah in Portuguese and English, an interactive gamified checklist, and physical seal activations in institutions.
Watch the campaign video
The thread through it all
Attention saves.
From a recipe book to a western duel, the message has never changed. Each campaign translates the same idea into a new symbol from the calendar — and that's what makes the whole body of work function as one continuous piece, not a set of loose fragments. Tradition opens the door. Safety keeps it open.
A campaign that repeats every week
The Dvar Torah of Security.
Fifty-four cards, one for each parashah of the year. Each pairs a verse with a single community-safety habit and a ninety-second action to read aloud before Shabbat — turning prevention into a weekly ritual grounded in the calendar itself.
Short, repeated and accessible content turns information into habit — reinforcing training, extending reach and keeping communities connected between in-person activities.
Turn information into habit
Repetition in everyday channels is what makes prevention stick.
Extend the reach
Campaigns carry the message far beyond the people in the room.
Keep communities connected
They sustain momentum between trainings and events.
Campaign types
Built for every audience and moment.
Seasonal awareness
Timed to moments when communities gather and attention is high.
Family preparedness
Simple habits families can practise together at home.
School campaigns
Reinforcing EDUCARE inside the school community.
Youth campaigns
Content designed in the language of young people.
Digital safety
Practical guidance for life online, for all ages.
Community resilience
Strengthening collective awareness and care.
Response & guidance
Clear, calm guidance during sensitive moments.
Institutional toolkits
Ready-to-use awareness kits for institutions.
Content formats
Adaptable, shareable, multi-language.
Every campaign can be produced in the formats that fit how your community actually communicates.
Short videosCarouselsGuidesChecklistsAction cardsWhatsApp materialsSchool toolkitsCommunity kitsMulti-language content
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