Noam, who starred in an advertisement for the more accessible packaging of Strauss’ salty snacks, believes that change should begin, among other things, in the consumer space, in the visibility and presence of people with disabilities: “It is important to raise awareness all the time. I want to see an equal consumer space, where every five-year-old child knows what accessible packaging is.” His many visits to rehabilitation departments in the past year have brought him to understand the need for the injured to have a meaningful connection to the social fabric, to their personal and private story. “Greater awareness in the consumer field, on television, in advertisements – this is the most significant change that can be made for society and the injured.”
Noam, who is one of 1.7 million Israelis with disabilities, was joined by approximately 12,000 wounded men and women of the IDF and security forces who were recognized by the Ministry of Defense’s Rehabilitation Branch, with a mental or physical injury. Another 20,000 people with a new disability. Today, large parts of the population can better understand and identify with the world of disabilities – which creates an opportunity for change in the entire field. It is the duty of all of us to enable them to participate fully in society.
Noam’s vision for himself and for 18% of Israel’s population is promoted by the “Equal Development” initiative, which is a joint initiative of the National Insurance Institute – Funds Division, Joint-Israel Beyond Limitations and Zionism 2000. Over the past four years, Equal Development has been working to create equal opportunities for people with disabilities in the consumer space by supporting business companies in developing customized products and services, while creating a significant consumer voice for people with disabilities.
Yesterday, the annual conference of the project was held under the theme – Your Consumer Voice – Equal Development. The conference, which is held annually, is a central place for sharing ideas, sharing and developing within the framework of the project. Managers from the business sector, social organizations, government ministries, and people with disabilities came to the conference, where the success stories of companies that have chosen to adapt their products and services to people with disabilities were presented. The conference was closed by Noa Hendin and Lee Lotan “The Chosen Ones” who shared with the audience the importance of voicing an authentic and unique consumer voice of mothers of children with disabilities.
Many companies in the industry have already adapted services and products, and learned how, beyond the social importance of action, joining the project contributed greatly to the employees of the organizations that took part in the process, and the formation of the understanding that this is an audience in a significant and untapped market segment, one that everyone will benefit from addressing. And this is your opportunity to take part in the change. Significant economic and social change.
