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

Bank Leumi and Procter & Gamble (P&G) Israel were honored with the Social Impact Award by the Israeli Marketing Association for their outstanding 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 thousands of seniors safe lodging within days of the conflict's outbreak, regardless of their customer status. This initiative was praised for its rapid response, operational scale, and effective marketing deployment, which also raised public awareness about the challenges faced by the elderly during wartime.

P&G Israel won for the "Braid of Strength, My Power in Your Hair" campaign by Pantene, a social-marketing effort in collaboration with the Zichron Menachem association supporting cancer patients and their families. The campaign addressed a significant drop of over 50% in hair donations over two years by encouraging hair donations to create real-hair wigs for women with cancer. It featured TV and digital ads, outdoor billboards, influencer activities, partnerships with over 400 hair salons, and in-store promotions. Led by model Gali Shahar, who has lymphoma and lost her hair due to treatment, the campaign increased hair donations by 35% in 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 blend excellence with social responsibility amid Israel's complex challenges. Sigalit Horen Galperin, CEO of the Israeli Marketing Association, highlighted that authentic marketing connected to company values can build trust, loyalty, and deepen stakeholder relationships. The Social Impact Award was established in response to Israel's ongoing security and social challenges, especially following the October 7, 2023, events, encouraging businesses to contribute meaningful social value.

The award is presented quarterly and judged by a professional committee including senior marketing executives and ESG experts from leading Israeli companies. Selection criteria include strategy, brand alignment, innovation, partnerships, social sensitivity, measurable impact, and the campaign's ability to inspire other organizations.