Bank Leumi and P&G Israel Win Israeli Marketing Association Social Impact Award

Bank Leumi and Procter & Gamble (P&G) Israel were honored with the Social Impact Award by the Israeli Marketing Association for their impactful marketing initiatives that combined brand capabilities with measurable social outcomes. Bank Leumi received the award for its "Leumi Safe Place" project, which provided free protected hotel accommodations to elderly citizens aged 80 and above during the conflict with Iran, known as "Operation Roaring Lion." The bank partnered with the Fattal hotel chain to offer these accommodations regardless of banking customer status, assisting thousands within days of the operation's onset. This initiative was praised for its swift response to a pressing social need, operational scale, and effective marketing deployment that raised awareness of the elderly's challenges during wartime.

P&G Israel won for the "Braid of Strength, My Power in Your Hair" campaign by Pantene, conducted in collaboration with the "Zikaron Menachem" association supporting cancer patients and their families. The campaign aimed to revive hair donation efforts, which had declined by over 50% in the previous two years, by dedicating a full local campaign to encourage hair donations for real-hair wigs for women with cancer. The campaign included TV and digital ads, outdoor signage, influencer activities, partnerships with over 400 hair salons, and point-of-sale promotions. Led by model Gali Shahar, a lymphoma patient who lost her hair due to treatment, the campaign resulted in a 35% increase in hair donations during its first phase, benefiting approximately 10,000 women.

Dror Behat, chair of the Social Impact competition and VP of marketing at yes and Pelephone, emphasized the importance of marketing initiatives that combine excellence with social responsibility amid Israel's complex challenges. Sigalit Horen Galperin, CEO of the Israeli Marketing Association, highlighted that consumers and stakeholders expect brands to take broader responsibility and that authentic marketing aligned with company values can build trust and deepen engagement.

The Social Impact Award was established in response to Israel's ongoing security and social challenges since October 7, 2023, encouraging businesses to contribute real social value. Winners are selected quarterly by a professional committee including senior marketing executives and ESG experts. Selection criteria include strategy, brand alignment, innovation, partnerships, social sensitivity, and measurable impact on affected populations and brand value.