While every year hundreds of people donate to Shorashim Group, there is a target audience that we were never able to reach. So this year, we needed something that will persuade them. That thing was original vintage clothes. The vintage items were promoted not as a cause per se, but as a luxurious fashion brand. This way, young people were attracted to the brand and donated the money without even knowing.

The brand sold out even faster then we thought. Within the first 3-4 days, 70% of the items were sold, and by the end of the week all of the items were gone.

The brand story was brought to national attention by local media - TV shows, daily newspapers and fashion websites.

The money raised from the sales provided for 1,400 holiday meals that were donated back to the elderly people of Shorashim Group.

Most importantly - a new donation platform was created for years to come.