The "Kulanana" Initiative
Objective: The overall objective of the "Kulanana" initiative is "to effect social attitudinal change to improve inter-group relations in Israel through the creation of a common and inclusive civic identity". To do this, Kulanana will strengthen and connect between three key concepts of citizenship, diversity and fairness and integrates grass-roots projects with a Public Education Campaign.
Activity: The past few months have been very exciting for the Kulanana initiative, particularly in regards to the launch of partner projects and the Public Education Campaign and in gaining increasing support across the 1st, 2nd and 3rd sectors: • All projects are now at various stages of advanced planning or implementation. • Second-Circle NGO recruitment is now beginning aiming to bring dozens of additional NGOs into Kulanana by the end of 2011.
Public Education Campaign: The Campaign was formally launched on Keshet's (Channel 2) prime-time "Kochav Nolad" program (Israel's version of "American Idol"), on June 15th, when viewers were invited to help write a "Song for Kulanana" which was performed live in the series final on 23rd July. We envisage the song becoming a popular "hit" and widely-identified theme-tune for Kulanana – supporting and promoting our NGO projects and core values - over the coming years. To view the "Song for Kulanana" and opening presentation of Kulanana by Tzvika Hadar, the show's highly popular presenter, click here.
The social media aspect of the Kulanana Public Education Campaign is now wide-spread across a variety of media platforms including:
Facebook: www.facebook.com/kulanana
Twitter: www.twitter.com/kulanana
Kulanana website: www.kulanana.org.il
Kulanana YouTube Channel: www.youtube.com/user/kulanana
Arabic coverage is extensive on www.panet.co.il and Russian language banners have begun on Israel's largest Russian-language website www.newsru.co.il.
Comprehensive tracking research will be conducted by Dahlia Sheindlin in the last quarter of 2011-12 to assess efficacy and recommend campaign strategies moving forward.
Building Business Partnerships: Google-Israel has approved a major and open-ended multi-year donation to Kulanana, providing us extensive on-line advertizing worth $10,000 a month, and a dedicated, branded YouTube channel. This is a very significant and strategic beginning to increasing Kulanana's business partnerships to catalyze the initiative's goals and spread its message.