Background
The Department of Families, Commemoration and Heritage within Israel's Ministry of Defense is responsible for supporting bereaved families and IDF orphans. When a new legislative amendment regarding orphans' rights was passed, communicating these changes required careful handling. This was not a standard public information campaign, but a delicate process of explaining rights to families dealing with profound grief and, at times, complex relationships with the system.
Mashrokit Digital provided public-sector social media and digital channel management alongside the Department's professional teams. The objective was to make the information accessible and transparent while maintaining the dignity of the families and providing a genuine sense of support.
The work
The primary challenge was bridging information and trust gaps. Although the amendment was designed to benefit families, many were unaware of the scope of the change. Furthermore, discussing financial assistance and rights touches on raw emotions, particularly regarding differences in support between various groups within the bereaved community. The message had to be perceived as respectful, official support, rather than an attempt to measure grief in economic terms or a defensive stance by the system.
Together with the Department's management, we developed a conceptual shift in how the issue was communicated. We moved from focusing on the technical and financial value of the entitlements to positioning the law as an anchor of stability, growth, and lifelong official recognition. We emphasized that differences in assistance were derived solely from different life stages and specific needs, not from preferring one group over another. This approach required deep listening, precise wording, and ensuring the messages left room for complex feelings and critical thoughts from the families.
Execution relied on rigorous audience segmentation. We helped tailor specific messages for bereaved parents and siblings, widows and widowers, and orphans at different life stages. Information was clearly presented through Q&As, details on academic assistance and vocational training, and full transparency regarding the staff work involved. Orphans were included in the thinking and execution process, and every deliverable underwent strict approval by the Department's professionals to ensure complete accuracy before publication.
From our work
Ongoing scope
Our involvement focused on strategic consulting, content drafting, and audience segmentation, working closely with the Department's teams daily. We assisted in mapping the communication needs of the different groups within the bereaved families community and building a message matrix that provided a precise and respectful response to each group separately.
The joint work included drafting complex informational materials, making digital rights guides accessible, and building a rigorous workflow where every word was weighed and approved by authorized personnel, aiming to keep the platforms a safe, transparent, and inclusive space.
What transfers
Communicating policy changes to vulnerable populations requires moving beyond technical explanations. By segmenting audiences based on life stages and specific needs, public institutions can tailor messages that respect emotional complexities. Establishing rigorous approval workflows ensures that sensitive information is delivered accurately and empathetically, fostering trust rather than friction.
Results & Impact
The collaboration resulted in a qualitative shift in the dialogue between the Department and the families regarding the amendment. Instead of a technical launch of rights, the initiative was communicated as an ongoing process of recognition and support. The precise segmentation and transparent information helped rebuild trust, allowing families and orphans to access information and exercise their rights with dignity.