VeHadarta

Founded in 2009, “VeHadarta – The Third Strength” is a leading and groundbreaking force in the effort to empower and the older adulthood population in Israel. We advocate for meaningful change in society’s perception of senior citizens through workforce re-integration. Whilst we combat Ageism (age-based discrimination as well as poverty among older adults), our central goal is equality for all citizens, regardless of age, background or gender. It is every person’s right to dream, work, develop and respectfully live their life. We push to secure older adults’ economic, cultural and social status and to create a pillar of Israeli society based on this age group. The lengthening life expanse has created a new age group that was previously perceived as weak (physically, emotionally, and economically). Today this age group is perceived as influential and powerful. This age group is growing rapidly and by 2030 will consist of 30% of the general population. Objectives: Change the perception and stereotypes of this age group in the eyes of older adults, younger generations, and in the eyes of employers and public influencers. Encourage intergenerational dialogue in the workforce. Advocate for policy changes on the decision makers level Create and maintain research about this age group We believe that these older adults are a valuable asset of the Israeli economy, bearing with them decades of experience, motivation and professionalism. Our flagship program, the "Experience Required" initiative, has been revolutionizing older adults' employment in Israel. The initiative focuses on preserving and re-integrating older adults within the workforce in order to facilitate a reality in which salaried employment is a viable alternative for them. It is comprised of an online platform for 60+ participants, facilitating direct connection between older-adult job seekers and employers, while providing both parties with a comprehensive envelope of services geared towards making each placement successful, sustainable and impactful. Our goal is to expand the older adults' influence on additional aspects of Israeli society. The outbreak of Covid 19 has made the problem of unemployed adults more difficult, as we witness increased ageism and continuing financial need of older adults to create income and keep busy. In light of this we are continuing our efforts and are looking for new innovative ways to achieve our goal: to ensure that every one in Israel will have the opportunity to continue lives of self fulfilment ' to be hopeful and to have a future until the last day of their lives.