Israel National Lottery’s mission involves using funds generated from lottery ticket sales to support various social welfare initiatives. Over the years the INL has invested Billions in providing facilities for the elderly.

But there are things that money can't buy.

Covid-19 fanned the flames of ageism to catastrophic proportions. Even when demand existed, older workers were overlooked. Job descriptions made it clear that young hires are preferred over seasoned professionals.

If you were old, no matter how competent – you might as well be dead.

While ageism in the employment world is a global phenomenon, in Israel retirement is compulsory at an indiscriminately determined age, employers may require the retirement of men beginning at age 67 and women at age 62.

The INL wanted to change perceptions amongst potential employers while equipping senior job seekers with relevant tools for the modern job search world.

The INL will cooperate with the largest financial daily in the country, Globes, also known for publishing Israel's prestigious annual 40 Under 40 list, to create and publish the first ever “40-Under-80” list which would highlight the amazing talents of older folks on the job force!

The "40-Under-80" list would build on the popularity of its established younger counterpart to recognize the achievements of senior professionals who have accomplished significant success in their respective fields and want to continue to contribute.

Beyond personal recognition, visibility and networking opportunities the "40-Under-80" project aims to highlight the potential for innovation and growth among older professionals, and can inspire others to pursue their goals.

The “40-Under-80” list will promote real diversity and inclusion, as many”40-Under-40” lists aim to recognize individuals from a range of backgrounds and experiences but up until now, age was naturally not one of them.

Some of INL’s contributions are visible (sports-arenas, theatres, events) but significant contributions to the elderly are more secluded and below radar.

Objective was to offer a meaningful contribution that will be visible to the general public as well as specifically to seniors.

To enhance the scope and breadth of the initiative we selected key partners that include media, non-profit and governmental bodies to ensure the success of the project:

-Globes - ךeading financial daily and website as well as the publisher of the influencial “40-Under-40” list. Offering its credibility and prestige to the new list.

-Walla.com – the highest traffic content website platform in Israel, serving as a destination for all “40-Under-80” content.

-“Seniors at work" – a non-profit offering an employment program for ages 60+ providing the professional support.

-The Ministry for social equality to back the initiative, reinforce credibility and recognition helping attract recruiters and potential employees alike.

We mimicked the exact language, tone and style of Globes’ renowned “40-Under-40” list as well as its media assets to showcase the amazing potential that lies within the older population of job seekers via publishing our first ever “40 Under 80” list.

A mass media campaign (TV, Online, Print and Radio) which highlighted the list, redirected seniors and recruiters to the dedicated zone we created on Walla.com : containing not only the amazing and engaging stories of our “40-Under-80” list members but also a job board, CV writing tutorials, tips from working seniors, online guides and skill development workshops to help those who were inspired to follow up on their dreams.

• More than 200 employers joined our dedicated initiative!

• In just three months hundreds of seniors found jobs through the site!

• Following the success of the inaugural project the INL has committed to make it an annual project that would become just as respected as its younger counterpart!