Background
Israel's National-Civic Service Authority manages the volunteer placement system for thousands of young adults nationwide. After decades of using a specific placement methodology, the Authority implemented a comprehensive overhaul of its selection process.
The challenge was communicating this complex, bureaucratic change to the primary target audience: high school seniors preparing to choose their service path. The shift needed to be explained accurately, yet in a format and language native to the digital platforms they use daily.
The work
Understanding that official announcements or dry technical explanations would not engage this demographic, Mashrokit Digital worked alongside the Authority's team to develop a public-sector social media campaign rooted in their digital habits: the TikTok and Instagram 'For You' feed.
We produced a campaign centered around the message 'National Service For You.' The core concept drew a parallel between social media algorithms and the new placement system: just as an algorithm identifies interests to serve relevant videos, the new system matches candidates with the most suitable service positions.
This framework allowed us to explain the rationale behind the policy change in an accessible, relatable way. The campaign featured videos and visual assets inspired by the fast-paced, native design language of these platforms, developed in close coordination with the Authority's professionals to ensure complete accuracy regarding the new procedures.
From our work
Ongoing scope
Our work alongside the client's in-house team included developing the creative concept, scriptwriting, and producing the video and social assets. We assisted in managing the paid campaign and distributing content across platforms to maximize reach among the relevant age group. This included monitoring comments and questions to maintain an open dialogue and address concerns under the client's written policy.
What transfers
When public sector organizations need to communicate significant procedural changes to younger demographics, traditional announcements often fail. This case demonstrates how framing bureaucratic updates through familiar digital concepts—like algorithmic matching—can make complex information accessible and reduce public uncertainty.
Results & Impact
The joint campaign successfully communicated essential information to thousands of high school seniors, transforming a complex bureaucratic update into accessible, engaging content. By utilizing familiar social media formats, the Authority was able to reduce uncertainty surrounding the change and guide candidates through the new placement process with greater clarity.