Broad National Coalition Led By ICAR Collective Launches Israel’s First Psychoeducation Campaign To Address Trauma

The campaign, titled “How Are You,” was coordinated by ICAR Collective and developed and implemented in partnership with dozens of organizations across Israel’s mental health ecosystem, including HMOs, government ministries, local authorities and nonprofit groups. Organizers described it as a first-of-its-kind initiative, bringing together institutions that do not typically collaborate around a shared public mental health response.

“This campaign reflects a shared understanding that trauma recovery cannot rely on clinics alone,” said ICAR Collective Co-Founder and Executive Director Gila Tolub. “When people understand what they are experiencing and know that their reactions are normal, they are far more likely to reach out for support earlier and help one another.”

In preparation for the campaign ICAR Collective conducted a national psycho-trauma survey, which collected responses from 915 participants representative of the Israeli population. The survey assessed mental health literacy, stigma, coping behaviors and readiness to access care since October 7th, 2023. Development of the campaign was directly informed by the survey findings.

The survey showed that while awareness of Mental Health is relatively high, practical knowledge about when and how to access support remains limited. About 85 percent of respondents said they understand that mental health affects daily functioning and can be treated, and roughly 75 percent view psychotherapy and medication as effective. However, only 60 percent reported knowing where to turn for help, and only about half of the respondents believed that people with severe Mental Health conditions can fully recover.

Although 70 percent of respondents said they would be open to professional support if distressed, nearly 80 percent reported not accessing any mental health support in the past year. Among those reporting poor emotional well-being, only about half accessed care. Common reasons included believing they could cope independently, uncertainty about treatment effectiveness, cost, long wait times, lack of information and stigma.

According to ICAR Collective, the findings pointed to a national paradox: While nearly 90 percent of respondents recognized the importance of daily routines and 70 percent viewed relaxation techniques as helpful, only about 60 percent could name specific coping tools they regularly use.

“The data shows a clear gap between awareness and action,” said ICAR Collective Co-Founder and Director of Medical and Scientific Affairs Prof. Eyal Fruchter. “Many people understand that mental health matters, but uncertainty, stigma and lack of clear guidance still prevent them from reaching out when support could make the biggest difference.”

Over the past few months, ICAR Collective worked with field partners and clinical experts to translate the survey findings into campaign design. This included mapping existing psychoeducation efforts, developing short evidence-based messages and filming 28 Mental Health professionals to deliver core messages with credibility and public trust.

The campaign launched during prime-time television news broadcasts across seven channels, alongside distribution through digital platforms, health maintenance organizations and community networks. A central component is an online toolbox, available at: https://www.hru.org.il/, which includes instructional videos, self-assessment tools, practical coping strategies and links to professional support services.

In Israel, partners include the Federation of Local Authorities in Israel, JDC, Sahar, Tamar Association, Israel Healthy Cities Network, Clalit Health Services, Maccabi Healthcare Services, Meuhedet Health Services, Leumit Health Services, ERAN – Emotional First Aid, Natal, Enosh, the Israel Trauma and Resiliency Center, the Israel Trauma Coalition, the National Insurance Institute, the Ministry of Health, the Ministry of Welfare, Mifal HaPais, the Taub Center and Wuste Tsega.

Funding for the campaign comes from a combination of international partners, including Jewish United Fund of Chicago, Micah Philanthropies, Jewish Federation of Greater Philadelphia, Jewish Federation of Greater Houston and ZB Foundation and local partners including the Israel Trauma Coalition, Mifal HaPais and Meuhedet Health Services.

“Our campaign reflects growing recognition that large-scale psychoeducation can strengthen resilience, reduce stigma and ease pressure on an already strained mental health system by encouraging earlier access to appropriate support,” said ICAR Collective Co-Founder & Director of Advancement Lisa Silverman.

ICAR Collective (Israel’s Collective Action for Resilience) is working to accelerate trauma recovery and advance mental health resilience through coordinated collaboration across Israel’s public health, NGO, academic and research communities. Founded in response to the national trauma of October 7, ICAR Collective’s mission is to build a national, science-backed roadmap for long-term trauma recovery—aligning efforts and resources to protect the wellbeing, productivity and security of Israeli society.

For more information, visit: https://www.icarcollective.org/.

Follow and share the national psychoeducation campaign, visit: www.hru.org.il