Latet’s new app raises aid for needy families

The new "Emojew" app created by humanitarian aid organization Latet has already received some 7,900 donations for Passover meals.

April 14, 2014 05:21
1 minute read.
Pessah seder plate

Seder plate 311. (photo credit: courtesy)


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This Passover, Latet, a humanitarian aid organization, has launched a smartphone application in an effort to help raise donations and provide meals for needy families suffering from food insecurity.

The application, called Emojew, is a free application that allows users to send Jewish- and Passover-themed smiley faces and icons through text messages and on the web, similar to the popular Emoji application.

“You can send a nice greeting for the holiday to your family and friends, with a Passover- themed icon over WhatsApp or Facebook and then donate a meal to families in need,” explained Anna Shloman, director of resource development at Latet.

The application was developed over the course of the past few months ahead of Passover by Latet together with the Baumann, Ber, Rivnay, Saatchi & Saatchi advertising agency, which works pro bono for the aid organization.

It is currently available only for smartphones using the Android operating system but will be available in the Apple Store in the near future.

“We are always searching and thinking of innovative ideas for development in order to assist those in need,” said Shloman.

The organization launched, along with the application, a special website for the purpose of raising 10,000 meals for underprivileged families valued at NIS 60.

As of Sunday evening the Emojew application and the website had received some 7,900 donations for meals consisting of the most basic necessities for the holiday Seder.

In addition to this year’s innovative donation methods, Latet also continued with its traditional collection of food at Shufersal and Yesh supermarkets throughout the country.

In the week leading up to Passover, from April 6 to April 13, some 8,000 volunteers in over 220 supermarkets nationwide collected food for the needy.

The campaign, which takes place over Passover as well as Rosh Hashana, allows shoppers to buy basic necessities, such as matza or a bottle of oil, at the supermarket and then place them in a Latet box at the checkout counter.

Latet then collects and sorts the boxes, delivering them to their network of some 150 charitable organizations, which distribute the food to needy families across all sectors of society.

“Our message for this holiday is very clear: Let’s ensure that everyone will have a happy holiday,” said Shloman.

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