The campaign aims to spearhead a conceptual and behavioral change in the public in Israel. Based on a "Green Life. Everyone Profits" strategy, the campaign, targeted at individuals, businesses and society, will highlight the economic and environmental profit that goes hand in hand with environmental conduct. As part of the campaign, the public will be presented with action steps that can save a family more than 500 shekels a month and 6000 shekels a year.

Environmental Protection Minister Gilad Erdan: "Despite the increase in environmental awareness, it seems that the public is not aware of the simple actions that everyone can adopt which protect the environment and bring about real economic savings to the household. The link between environment and economy has not been previously discussed in Israel and in this respect the campaign is innovative. We will deal with the following subjects: saving paper, responsible food purchasing, green driving, saving electricity, and more."

The campaign, produced by the Government Advertising Bureau, focuses on five main topics: paper saving, green driving, responsible food purchasing, cleanliness in public areas and electricity savings. It will raise the environmental problems associated with each of these fields, while providing simple environmental solutions which may be implemented by the private individual. The campaign presents, for the first time ever, the link between the economy and the environment and shows how a few simple steps, which each of us can take, can both protect the environment and save money.

Main Messages of the Campaign

♦Driving at a steady speed and avoiding sudden acceleration can save us up to 150 shekels a month and save us from excess air pollution which endangers our health.

♦Reducing unnecessary printing and using two-sided printing can save up to 130 trees in a person's lifetime, and save us from the substantial air pollution caused by paper production and transport.

♦Buying with the help of a shopping list can reduce extraneous purchases of up to 350 shekels per month and prevent excess waste which harms the environment.

♦Raising the air conditioner temperature by one degree can save 5% of the electricity it consumes and save us all from excess air pollution.

♦If everyone stops littering, our country will be as clean as Switzerland.

The campaign, led by the well-recognized Israeli comedian and actor Tal Friedman, will transmit the environmental message with simplicity and humor. The content fits Friedman's known greenhouse lifestyle. For example, Friedman uses hybrid, environmentally friendly cars and his home in Tivon includes, among others, a chicken coup and cats that enjoy food remnants and a water recycling facility which is connected to the showers and provides for reuse of the water for garden irrigation.

Aim of the Campaign
The aim of the campaign is to raise environmental awareness of the environmental damage and financial loss caused by wasting electricity generated by coal, wasting fuel through improper and unnecessary transportation use, discarding food due to excessive buying and excessive use of paper which consumes many resources. The campaign will utilize all forms of the media including billboards, press, television, radio and internet. A dedicated website, www.greenlife.gov.il, was especially created to accompany the campaign. The easy to comprehend and easy to navigate site (in Hebrew) includes tips on how to make everyday life greener in every realm.

In addition, the interactive Facebook page of the Ministry of Environmental Protection will include information relevant to the campaign.

In parallel, the Ministry of Environmental Protection will continue its ongoing activity, including the promotion of legislation in areas connected to the campaign subjects.