Those thousands of Israelis who have joined the circle of those dealing with trauma since the outbreak of the "Iron Swords" war are not offered the help they so desperately need, due to a lack of qualified therapists. Now, the 'Teva' company announces that it is enlisting in the national mission for mental support for victims who were exposed to harsh sights on the morning of October 7 and in the period after.

Teva Company's campaign for the ''Mental Caregivers'' program to strengthen mental resilience in Israel / (credit: McCann)
Teva Company's campaign for the ''Mental Caregivers'' program to strengthen mental resilience in Israel / (credit: McCann)
The establishment of the "Mental Therapists" program, to promote trauma care and strengthen mental resilience in Israel, is a contribution by the company from experience, expertise and resources it provides for Israeli society and for professional therapists. As part of the program, Teva established a fund that will operate and promote the acute issue, which will accompany many residents of Israel also "the day after" - and this in cooperation with the 'Israeli Trauma Coalition'.

Last night, a unique and exciting campaign appeared that presents flashes of the reality of the lives of many Israelis, in which even routine and everyday moments, apparently, hint at a struggle and complexity simmering below the surface (and above it), and actually echoes episodes from the painful story of Israeli trauma following the events of October 7 . Against the background of these scenes, Alon Olarchik narrates moving parts of the children's book 'Bird of the Soul' (by: Michal Snonit) that whole generations have grown up with. It is that our psyche is complex, made up of "drawers of drawers", and is priceless and trauma requires professional treatment, which will help in dealing with it, strengthen mental resilience and promote healing. At the end of the video, the three steps of action of the "Mental Caregivers" fund will be presented.

The classic 'bird of the soul' has become a reality, the Teva company is launching a program to strengthen mental resilience / (credit: McCann)
The classic 'bird of the soul' has become a reality, the Teva company is launching a program to strengthen mental resilience / (credit: McCann)
The campaign was directed by Assaf Harel together with the McCann advertising agency, and will air on television and digital channels. Training and certifying hundreds of professional therapists to specialize in trauma care, strengthening the infrastructure and resilience centers in the south and locating and implementing innovative and technological tools for trauma care and strengthening mental resilience.

Yossi Ofek, CEO of Teva Israel and the Ukraine, Africa and Middle East countries cluster: "As the national pharmaceutical company of Israel, we have been engaged since the first day of the war, for the benefit of Israel, the wounded and the injured, the families of the evacuees and the security forces. We tripled the supply of medicines despite the recruitments to the reserves in the first weeks, we donated essential medicines, baby food compounds and computers, we supported MDA and Bental, we helped with harvesting and agriculture, we transported produce from the Otaf and our employees donated tons of necessary equipment.

Support for hundreds of professional caregivers and training to care for the victims of October 7, mental health care providers / (credit: McCann)
Support for hundreds of professional caregivers and training to care for the victims of October 7, mental health care providers / (credit: McCann)
Alongside all these, we realized that the greatest need now is the treatment of the national trauma and the strengthening of the professional therapists who do holy work despite personal difficulties and mental complexity. The program "Mental Caregivers" in collaboration with the Israeli trauma coalition, will support and train hundreds of professional therapists in the field of trauma, will strengthen the infrastructure of the resilience centers in the south and will even work to incorporate technological and digital innovation in treatments."