Every year thousands of elderly and holocaust survivors in Israel are forced to endure the harsh Israeli winter and suffer the cold because they cannot afford heating in their own homes. To correct this, we created RootSwitch. An Innovative switch that can be mounted on your home wall next to any existing switch. So every time you were cold and turned on your own heating, you remembered that there are those who do not have that luxury and help them. When the switch is turned on, Electricity hours are donated through our donation system using the user's home WiFi. When the switches ran out, we launched the RootSwitch app, that acts exactly like the Physical switch, letting users donate with ease wherever they go using their smartphones.

In order to be ready for the winter, we started working on the project 8 months beforehand, working closely with an innovative technology production team. Our main guideline was to create an easy to use product that will merge into the user's home decor.

The solution was Rootswitch - an electrical switch to be placed on your home wall, next to your a/c switch. When the temperature dropped and the downer went to turn on his heating, he was reminded that there are elderly people who also need heating and would turn the Rootswitch on, donating money for electricity to help heat their houses.

Once the switch was ready, we contacted multiple celebrities who have a big social following and introduced the product through them.

We also predicted that the demand will exceed our production rate, so we also created a mobile application that acts exactly like the physical switch.

Over the course of the campaign, over 60,000 electricity hours were donated for elders in need.

Free media coverage estimated at over $400,000.

The RootSwitch app was the most trended app in Israel the week it was launched.

The App was also #1 in the lifestyle category on Apple's App-store.

Most people still use the switch and its app counterpart today, providing donations even though the campaign itself is over.