Challenge
Positioning Yesh Atid as a party for the younger generation and maximizing first-time and young voters.
Solution
Established the Yesh Atid A-team. A new entity, separate from the party’s youth headquarters, for which I recruited dedicated young volunteers. Together we established an array of hundreds of volunteers nationwide. Next, we invested resources and efforts in Mako’s high school campaign, with the understanding that young audiences can’t be talked about, but rather talked with, in a way and with messages to be received and embraced.
The project accomplished a crushing victory for Yesh Atid and created significant momentum amongst the youth towards election day.
Today, the A-team model I introduced is used by the big parties across Israel.
