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We partnered with the ultra-Orthodox first aid organization, Ichud Hatzala and created the Safe Families program, where we gave parents courses on life-saving first aid for their children. The courses were branded Nurofen for Children for both content and visibility.

Over the past year, we reached approximately 10,400 parents, heads of households, who constitute about 15% of the population of the target cities.

very successful results with 15% reach in Ultra Orthodox population in the 5 main cities.