Half-a-year after approving a raft of measures aimed at reducing the cost of living, the government has launched a NIS 5 million campaign to advertise the reforms.
The commercials, which will appear on television, radio and in newspapers in the coming weeks, feature typical Israeli families who supposedly benefit from tax breaks, free kindergarten and other initiatives. The campaign was commissioned by the Prime Minister’s Office, Treasury and Education Ministry and produced by the Government Advertising Bureau.
In one of the TV ads, Hod Hasharon couple Haim and Chen Greenberg talk about the pressures of financing a mortgage and supporting two small children. The recently introduced tax credits boost the family’s net income by around NIS 700-800 each month, they say, “which gives us a little room to breathe.”
Rami and Yaara Kaplan from Ramat Gan feature in another ad, along with their child Ido. Children are constantly full of surprises, they say, but “the happiest” surprise was when they found out that sending Ido to kindergarten would cost them nothing. At the end of the ad, the voice-over says that almost 270,000 children aged 3 and up will receive free education when school begins soon.
Early this year and at the end of 2011, the government approved amended versions of the Trajtenberg Report’s recommendations on reducing the cost of living. The report, which was commissioned one year ago in response to massive public protests, contained chapters on taxation, education, competition and housing. Among the measures were free education for children aged 3-4 and after hours education care for children aged 3-9.