A new member of the ISRAEL21c family, Keep It Magniv (KIM) is a lifestyle brand for environmentally conscious Gen Z and millennials.
“Magniv” is Hebrew slang for “cool”. The KIM community takes inspiration from his four Israelis taking action to keep the planet cool in the face of global warming.
They will be featured in managing their community on dedicated KIM social media and WhatsApp channels, inspiring peers around the world to make sustainability a verb, not just a passive noun.
And share ISRAEL21c content that shows Israeli cool ideas for overcoming the climate crisis.
Just as ISRAEL21c has always focused on innovation rather than conflict and politics, KIM highlights aspects of Israel that Gen Z and millennials may not be aware of and can easily relate to.
“A key takeaway from a recent Pew Research survey of social media trends is that 70% of US social media users would prefer not to get involved in what they perceive as political or social issues,” says ISRAEL21c. said Jason Harris, executive director of
“And Israel is usually only presented through a political lens that two-thirds of people don’t want to touch. shown to be related.”
Sustainability is the solution
we know this firsthand. Over the past year, ISRAEL21c has focused on sustainability and has become the highest performing vertical on our website.
“Sustainability is the solution to climate change. Our content is solution-oriented, an antidote to the darkness and doom that frightens people, and showcases Israelis as solutions to global challenges.” “We are doing it,” says Harris.
Also over the past year, ISRAEL21c’s audience has tended to be younger, with 55% of readers now under the age of 45 and the biggest jump being the 18-24 year old category, with almost 4%. our total traffic.
Combining personality and sustainability Magnib People are the number one social media content stream, and sustainability is number two.
“People just don’t know Israelis, they don’t know they share values,” says Harris.
“With the Keep It Magniv campaign, we are creating a deeply engaged micro-community of people who care about sustainability and connecting them with like-minded Israelis.”
meet our activists
Four Israeli climate activists in the spotlight of KIM:
Sharona, founder of Tuesdays for Trash, a global nonprofit that organizes trash cleanups, said:
A professional windsurfer, Omri is dedicated to fighting the corporations and local governments he believes are responsible for polluting the ocean.
Julian is the founder of Clean the Butts, a volunteer initiative that collects cigarette butts from Israel’s parks and beaches and turns them into art.
Stylist Danielle opened thrift store Dressed By Danielle in Tel Aviv as an alternative to polluted “fast fashion.”
“ISRAEL21c is taking the lead by sharing stories about how Israelis are doing great things for the environment,” said Andrew Exler, Director of Digital Marketing and Partnerships.
“These four approachable influencers are the faces of Keep It Magniv on Instagram and TikTok.”
The campaign will include a global WhatsApp group for the community to connect with each other, with additional engagement opportunities in the coming months, Exler said.
“We can’t involve people without giving them a voice telling us what they find relevant and interesting,” he explains.
Visit KIM to find the latest ISRAEL21c Earth content and content created exclusively for the KIM lifestyle community.
The emphasis is on practical steps that individuals can take to effect positive change in our universe. Their political views are irrelevant. The only important thing is to bring collective power to global issues.
“We share one planet and the climate doesn’t care about our geopolitics,” Harris points out. “This is about Israel and people around the world taking action.”
Click here to see Keep It Magniv.