We are not only here on Holocaust Day,
but all year round.
We are mobilizing all the forces that can help here and now

About Us

The association story

Many Holocaust survivors in Israel find it difficult to navigate the local health system. This limits their access to essential medical services provided by hospitals and/or health funds.

Reality check – The digital availability of services, challenges many Survivors, who are all elderly; the red tape seems impassable. Appointments for medical procedures, are often scheduled with extremely long waiting periods during which Survivors medical status deteriorates, in some cases patients die while waiting for treatment.

The Pandemic that began in March 2020 brought Survivors’ need for assistance in navigation of the health system, to a head. To combat this challenge, we developed a comprehensive support and accessibility system to serve this most deserving population.

Our volunteer based system benefits from the pooled resources that we established. We have developed working relationships with hospitals, health funds, assorted NGOs, local government and municipal social services.

Funded exclusively by the generosity of our donors, Mishkafayim Verudot ensures that Holocaust survivors throughout Israel, are able to obtain focused, timely assistance to enhance their health efficacy.

The Story of Our Name

We chose the name for the project based on Nathan Alterman’s 1935 poem, in which he plays with “seeing black” and “seeing pink” according to the color of the glasses. Clearly, Alterman knew that he was mistaken in Hebrew, but he allowed himself artistic freedom to express himself. We also see ourselves as contributors to “seeing pink,” hence the color of the glasses and also the mistake in Hebrew.

The Team

Management

Founder

Gael Kimershlack

Gael is a certified nurse, with a degree in Health System Management and extensive experience in pharmaceuticals. During the Pandemic, when Survivors’ need for healthcare system navigation escalated, Gael began working on their behalf. In the aftermath of the Pandemic Gael recruited public leaders and established Mishkafayin Verudot to ensure that Survivors receive long-term assistance. Gael is married to Haim, and mother of three.
עמית דוד

Co-CEO

Amit David

Amit served in the IDF, for many years, in the Air Force and as part of the General Staff and retired in 2014. He has an engineering degree and two management degrees – from Harvard University (graduated from the Wexner Israel Fellowship) and from Haifa University. He is a strategic management expert who is an innovative sports-tech entrepreneur. He is chairman of the Israeli Paralympics innovation committee Amit is an Ironman, married to Adi and Father of three.

role

Full Name

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The Team

Board Members

Board member

Guy Avrutzky

Guy returned to ELKA-JOINT in the fall of 2020 after graduating from Harvard Kennedy School’s MPA program as a Wexner Israel Fellow. Before his studies, he served as the Manager of Strategic Planning, Measurement, and Evaluation at ELKA-Joint. Guy joined ELKA-JOINT after a few years of leading NOVA, Israel’s leading strategic-consulting-for-NPOs consultancy, as a CEO. Guy is the co-founder and board member of MAAS, a non-profit focused on empowering and revitalizing public service in Israel. Guy holds a B.A. in Philosophy, Political Science and Economics (the PPE interdisciplinary program), an MPP from the Public Policy Honors Program at The Hebrew University. He is a graduate of the MIT REAP program and the Ford Motor Company and 92nd Street Y International Leadership Program. He served as an Air Traffic Controller (Major) in the Israeli Air Force. Guy is married to Gil and a proud father of three (highly energetic) boys.

Board member

Yotam Fogel, CPA

Yotam Pogel, CFO at Carmel Medical Center in Haifa, holds a bachelor’s degree in Accounting and Economics from Tel Aviv University, and a master’s degree in Business Economics with a thesis from Bar-Ilan University. With extensive experience in the healthcare field, he has served at Clalit Health Services within Israel’s largest healthcare organization. Yotam is also a director and member of the audit committee at the Yahav P.R.H. Provident Fund Management Company. He volunteers and is socially active in the Israeli Institute of Certified Public Accountants. Yotam is married and a father of two sons.

Board member

Danny Ciechanover

Danny Ciechanover, a founding partner at Mench-adv, is also a partner at “My Parents,” a company providing solutions for the elderly, real estate marketing, and lectures at the communication department at Reichman University. He also trains in the “Being Self-Aware” method at the “Lia Arad” center in Beit Berl. A pioneer in the digital marketing industry in Israel, he started in 1998 at the Middle East branch of Yahoo, the global internet giant at the time. Later, he managed the advertising department at Walla Communications and served as deputy CEO at E-DOLOGIC, Israel’s first and largest interactive advertising agency. In 2008, he founded the independent digital advertising agency Qdigital, involved in groundbreaking digital marketing campaigns. In 2013, he partnered with two others to establish Mench-adv, now one of Israel’s fastest-growing and leading agencies. Born into a large family from Poland, part of which immigrated to South America before the Holocaust and then came to Israel in the 1970s, part of which survived in camps, and part of which, unfortunately, did not survive and was destroyed in the camps. A father of three graduates, Danny is known for his interpersonal skills, heartfelt connections, and spirit of unconditional giving.

Chair – Advisory Committee

Eyal Ben Reuven

Former MK, and a major-general in the IDF reserves. Eyal served in the IDF for 35 years. He started his service as a combat soldier during the Yom Kippur War (October 1973), during the Lebanon War he was a battalion tank commander who was continuously promoted to his final rank of major-general and commander of Israel’s National Security College. Following completion of his military service, Eyal served as CEO of a NGO whose focus was finding Israeli MIAs; he also served as director of land developments in the Israel Aerospace Industries. As MK in the “HaTnuah (the Movement headed by Tzipi Livni) and Machane Hatzioni ( the Zionist camp – a party of the combined HaTnuah and Labor parties) parties from 2015-2019, Eyal spearheaded programs to combat accidents in the construction industry; chaired committees to promote Northern Israel and a joint society; and participated in the Knesset security committee. Eyal continues to promote safety for construction workers as chairman of the safety department in the Israel Builders Association. He serves as CEO of the National Security College Alumni Association. Eyal spearheaded extensive research that was the basis of the IDF/ Israel Defense Ministry’s newly developed “Nefesh Echat” (one soul) program to treat disabled IDF soldiers, in particular those with emotionally challenged. Eyal is married to Anat , father of six.

Consultant

Prof. Arnon Afek

role

Full Name

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Press

From the media

our partners

Thanks to our partners

The pink glasses project thanks all the organizations that help us and helped us along the way to give the best care we can to every survivor who turns to us.

Special thanks to the Border Guard, to the fighters who, between one operational activity and another in defense of the people of Israel, both found a place in their hearts and time to set this whole project in motion and be there for the survivors

Special thanks to the Claims Conference for the trust, cooperation and support in the project

Special thanks to Omer Tzofi, the designer of the font used on the website and logo of the “Point of View” project.

contact us

Our center operates Sunday to Thursday from 8:30 AM to 4:00 PM.

Leave us a message

המוקד שלנו פעיל בימים א׳-ה׳ 

8:30-16:00

השאירו לנו הודעה