The summer of 2011 marked the largest social protests to ever take place in Israel. During that period, we provided strategic and media consulting to the National Union of Israeli Students, headed by Itzik Shmuli (who was later appointed Minister of Labor and Welfare and a Labor-party MK). This consulting helped transform the Union from a marginal body with limited fields of operation, to a national trend-setting body with clear social-economic policy goals that would represent the future generation in Israel. This positioning turned the National Union into a central and influential player during the negotiation process with government representatives on ending the protest. The Union’s measured and responsible line of action led the government to advance active steps to aid in creating economic, educational and social change for the entire Israeli public.
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