{"id":13715,"date":"2025-07-01T19:34:13","date_gmt":"2025-07-01T17:34:13","guid":{"rendered":"https:\/\/helptsd.org\/uncategorized\/campaign-with-the-college-of-management-academic-studies-communications-program\/"},"modified":"2026-04-18T18:42:28","modified_gmt":"2026-04-18T16:42:28","slug":"campaign-with-the-college-of-management-academic-studies-communications-program","status":"publish","type":"post","link":"https:\/\/helptsd.org\/en\/our-activities\/campaign-with-the-college-of-management-academic-studies-communications-program\/","title":{"rendered":"Campaign with the College of Management Academic Studies Communications Program"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13715\" class=\"elementor elementor-13715 elementor-7799\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aa794ec elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aa794ec\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-df951bd\" data-id=\"df951bd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f34809e elementor-widget elementor-widget-text-editor\" data-id=\"f34809e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>How do we talk about hardship without dictating what someone should feel?<br \/>How do we return to routine after service and shared experiences \u2014 without being left alone with the memories?<\/p>\n<p>As part of a special collaboration with the <strong>Communications Program at the School of Communications at the College of Management Academic Studies in Rishon LeZion<\/strong>, we created two meaningful campaigns, each designed to highlight a different aspect of the transition from military service to civilian life. The project was guided by <b>Dan Erev, Senior Lecturer<\/b> at the School of Communications, and <b>Esti Cohen \u2014 Lecturer, business coach, and head of the social final project<\/b> at the College of Management Academic Studies.<\/p>\n<p><strong>The first campaign<\/strong> included a series of AI-generated animated videos focusing on the importance of sensitive and non-judgmental communication with soldiers returning home.<br \/>The message is simple \u2014 want to approach someone returning from service? First of all, don\u2019t label. Speak openly and respectfully.<\/p>\n<p>Special thanks to all the students who participated in the \u201cCommunication Culture\u201d group \u2014 <strong>Bar Kurtzberg, Dor Lizerovich, Tal Gurfinkel, and Kim Levi.<\/strong><\/p>\n<p><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6320fc elementor-widget elementor-widget-video\" data-id=\"f6320fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1096064107?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a54c189 elementor-widget elementor-widget-spacer\" data-id=\"a54c189\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc88f20 elementor-widget elementor-widget-text-editor\" data-id=\"cc88f20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>The second campaign<\/strong> was a filmed production featuring students from the college alongside a lead lecturer, portraying a team of soldiers in small yet meaningful moments of discharge.<br \/>This series emphasizes that <strong>discharge is not a date \u2014 it is a process<\/strong>. After regular service, reserve duty, discharge leave, and shared experiences, comes the moment to begin processing everything together, return to routine, and release what remains beneath the surface.<\/p>\n<p>The organization thanks all the students from the \u201cTeam Deployment for Processing\u201d group \u2014 <strong>Shahar Avshalomov, Yarin Zilberstein, Aviv Zlatin, and Mai Katirai.<\/strong><\/p>\n<p><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc6c2c7 elementor-widget elementor-widget-video\" data-id=\"cc6c2c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1096065624?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b49142a elementor-widget elementor-widget-text-editor\" data-id=\"b49142a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Both campaigns were produced and written by students and faculty at the College of Management Academic Studies, in collaboration with HELPTSD, \u05de\u05ea\u05d5\u05da \u05d7\u05d6\u05d5\u05df \u05de\u05e9\u05d5\u05ea\u05e3: to create a society that understands, listens, and accepts \u2014 rather than one that asks overly intrusive or uncomfortable questions, or assumes that a lack of sharing reflects a lack of willingness to seek help, thereby concluding that a person cannot be supported unless they first \u201chelp themselves.\u201d<\/p>\n<p>Throughout the campaign, the videos were distributed across the college\u2019s and our digital channels and received deeply moving responses. Many connected with the subtle moments portrayed in the videos \u2014 and expressed appreciation for finally being able to talk about these experiences without judgment.<\/p>\n<p><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-59e5298 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"59e5298\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0eb91b6\" data-id=\"0eb91b6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7958865 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"7958865\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>On the day of the Social Final Project presentations for the Communications Program at the College of Management Academic Studies, the works of all students were showcased \u2014 focusing on collaborations with social organizations, including our joint projects.<\/p> <p>Unlike earlier stages of the project, which were evaluated by the program\u2019s leading lecturers \u2014 Esti Cohen and Dan Erev \u2014 this time the campaigns were presented to an external judging panel composed of four college alumni who currently hold senior positions in the business sector: a Brand Manager for Bamba at Osem, a senior executive at Samsung, a partner at the advertising agency \u201cTwisted,\u201d and a co-owner of a video and television content company called VEO (who also participated in a television reality show).<\/p> <p>Both campaigns produced by the students for the organization received significant praise. The judges particularly commended the messaging and creative thinking behind the videos, while also offering constructive feedback \u2014 helping us as an organization better understand how to refine our external communication.<br>Among the insights raised: the \u201cTeam Deployment\u201d campaign may have been ahead of its time, as it was released concurrently with the operation in Iran, during which many reservists returned to duty and were unable to engage with it properly (and, if not for timing constraints, it would have been released immediately after the operation). In contrast, the \u201cCommunication Culture\u201d campaign, which launched a week earlier, received wide exposure in local media, Channel 14, and a filmed feature on Ynet. Nevertheless, both campaigns will be preserved for future use and are expected to play a role in additional communication initiatives by the organization.<\/p> <p>At the end of the day, the students received their graduation certificates from the college, and a joint photo was taken with representatives of both groups, together with Esti and Dan \u2014 as seen in the main image of the article.<\/p> <p><span style=\"font-weight: bolder;\">A huge thank you to the Communications Program team at the College of Management Academic Studies and to the creative and dedicated students<\/span> who made this project a reality. <strong>And of course, thank you to Dan and Esti<\/strong> for the opportunity and the privilege. We would be delighted to continue this project in future cohorts.<\/p> <p style=\"font-size: 19.2px;\"><span style=\"font-size: 19.2px;\">Together, we will continue to remind \u2014 <\/span><span style=\"font-weight: bolder; font-size: 19.2px;\">discharge is not the end \u2014 it is only the beginning of a new journey, one that no one should have to go through alone.<\/span><\/p><br>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97c7f68 elementor-widget elementor-widget-spacer\" data-id=\"97c7f68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>How do we talk about hardship without dictating what someone should feel?How do we return to routine after service and shared experiences \u2014 without being left alone with the memories? As part of a special collaboration with the Communications Program at the School of Communications at the College of Management Academic Studies in Rishon LeZion, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":7869,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-13715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-activities"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campaign with the College of Management Academic Studies Communications Program - Take care - PTSD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/helptsd.org\/en\/our-activities\/campaign-with-the-college-of-management-academic-studies-communications-program\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campaign with the College of Management Academic Studies Communications Program - Take care - PTSD\" \/>\n<meta property=\"og:description\" content=\"How do we talk about hardship without dictating what someone should feel?How do we return to routine after service and shared experiences \u2014 without being left alone with the memories? 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