(haipo) Ahead of the elections, amid deepening disputes and divisive public discourse, the social project "You Loved Me!" is being launched, calling for lowering the flames and maintaining mutual respect even when opinions differ. Behind the initiative are Chameleontlv and the SOS ISRAEL association, which works for male and female fighters. Yaarit Shoshan, a Haifa resident, founder of the association and social activist, tells in an interview with Haifa about the path that led her to social activism, about meeting thousands of fighters, and about the gap between unity on the battlefield and division in Israeli society.
In preparation for the elections, when public discourse has sometimes become charged and offensive, the "Loved!" project seeks to remind us that even in times of deep controversy, there are values that must not be lost: human dignity, listening, and shared responsibility for the future of the country.
Under the password "Putting down the flames. Guarding the house."The project's initiators invite the public to sign a social charter that encourages substantive debate, opposes incitement and humiliation, and promotes respect for people who hold different positions. The message "And love your neighbor, even if he is not like you."Expresses the idea that it is possible to argue, express a firm position, and stand on principles, without hurting the person in front of us.
The project is led by content and creative company Chameleontlv, in collaboration with the SOS ISRAEL association. The inspiration for the initiative comes, among other things, from the servicemen and women of the reserve forces, who stand shoulder to shoulder even when their views and beliefs differ. The mutual guarantee, trust and responsibility they demonstrate in military service are the basis for the call to copy the same spirit into civilian life.
The project's visual language combines hues inspired by the works of Israeli artist Yaakov Agam, creating a harmony reminiscent of a rainbow. The choice of diverse colors expresses the belief that different voices can coexist, without one canceling out the other.
Turning personal pain into public awareness
Alongside the social charter, the project incorporates photographs from the exhibition "Fighters for Fighters," as part of the collaboration with the SOS ISRAEL association. The exhibition brings together male and female fighters in portrait photographs with well-known figures in Israeli society, with the aim of raising awareness of combat experiences, post-trauma, and the difficulties involved in returning to civilian life.
Among the participants in the project are Dean Miroshnikov, Rona Lee Shimon, Omri Rosenblatt, Boaz Konforti and Ziv Shilon, alongside Harel Wiesel, Shir Peled, Shimon Sabag and others.
In 2022, Yaarit Shoshan initiated an exhibition in New York, which featured soldiers dealing with the psychological consequences of their military service alongside celebrities, businesspeople, and prominent figures from various fields. The project's goal was to give visibility to injuries that are not always visible, break the silence surrounding post-traumatic stress disorder, and inspire empathy with the soldiers and their families. Among the first to rally support for the project was Ofer Yanai, an entrepreneur and businessman, chairman and controlling shareholder of Nofar Energy, who was also photographed alongside one of the soldiers.
Since October 7, the SOS ISRAEL association has expanded its activities for the fighters and their families, including through courses for processing combat experiences through writing and storytelling.
The connection between the exhibition and the "You Loved Me!" project seeks to expand the circle of activities. Alongside the need to provide the fighters with a psychological and financial envelope, it is also important to create an attentive and respectful society, in which they and their families will feel a sense of belonging and security.
From the business world to social action
Lily of the valleyHaifa resident, founder of the SOS ISRAEL association and social activist, works to promote public awareness and create change through social campaigns, public initiatives and promoting legislative changes. She began her career in the world of advertising, where she worked for 15 years, until she decided to direct the experience and professional tools she had gained to social causes.
In an interview with Haifa, Shoshan said that the decision to dedicate her skills to social work was formed about six years ago, during her stay in New York. "I came from the business world, I worked as an advertiser for 15 years, and at a certain point I felt that I wanted to do something good using the tools I had accumulated," she said.
Within this framework, she established a social department in the Ministry of Advertising, which worked to raise awareness of issues that had not received sufficient exposure. For her, the goal was not to settle for a public campaign, but to create real change on the ground, including promoting legislation in the Knesset. Among the issues she dealt with were providing support for women who had experienced a quiet birth, assistance to lone soldiers and discharged soldiers, and raising awareness of combat shock and post-traumatic stress disorder, alongside promoting reforms and remedies for those dealing with its consequences.
For her volunteer and social activities, Shoshan was awarded the "Heroine of the Year 2026", as part of the event "Heroes of the Year 2026 Salute the North," which was dedicated to eight residents from the North who were chosen for their contributions to the community and its strengthening.
"In combat, they stand side by side, without right or left."
Since October 7, Shoshan's activities have taken on additional significance, through courses on processing experiences through writing intended for reserve service members, soldiers dealing with post-traumatic stress disorder, and those in the transition period to discharge from the military.
According to her, meeting the fighters time and again reveals the gap between the sense of mutual responsibility and unity they experienced during the fighting and the public discourse they return to at home. On the battlefield, they work together, regardless of their political positions or worldviews, but upon their return to civilian life, they encounter a divided social reality.
"In the fighting, they stand side by side, without right and left, and each is there for the other. When they return and see the discourse that is taking place here, they don't understand how it is possible that on the ground they are so united, while in Israeli society we are so divided," Shoshan said in an interview with "Hai Fe."
From these meetings, she came to understand that the responsibility for the resilience of the fighters does not end with providing treatment or financial support. Alongside the state's duty to provide them with the necessary framework, society as a whole must also listen to their voices, respect them and learn from the values they represent. "We, the mothers of the fighters, their wives and the fighters themselves, want to see a respectful discourse here. The responsibility is ours all, as a society and as a country," she emphasized.
These insights led Shushan to support the "Love You!" initiative, which seeks to promote respectful and unifying discourse precisely in the period before the elections. The connection between the work on behalf of the fighters and the call for social unity stems from the same concept: if people with different opinions are able to trust each other in the most difficult moments, it is possible and necessary to maintain mutual respect in everyday life as well.
"Every signature and share can expand the circle of influence."
Yaron Greenberg, CEO of Chameleontlv, explains that the project seeks to transform a social message into practical action, in which everyone can take part.
"We created 'And You Loved!' to turn a social message into an action that anyone can take part in. Through content, design, and human stories, we invite the public to stop, think about the words we choose, and influence the discourse around us. Every signature and share can expand the project's circle of influence," he said.
The Social Charter invites the public to take responsibility for the discourse in personal conversations, on social networks, and in the public sphere. It does not call for giving up positions or avoiding disputes, but rather for managing them in a matter-of-fact and respectful manner, without resorting to incitement, humiliation, or the denial of the legitimacy of those who think differently.
Disagreement doesn't have to turn into hatred.
The "And I Love You!" project seeks to remind us that a healthy society does not require its members to agree with each other, but rather allows them to share positions and ideas while maintaining mutual respect and a sense of shared belonging.
For Ya'arit Shoshan, this message is not theoretical. It stems from her ongoing encounters with fighters, who have proven to her that differences in views and beliefs do not have to prevent partnership and mutual responsibility. Now she seeks to see the same spirit in public discourse and in relations between the country's citizens.
The social contract is an invitation to each and every one to choose listening instead of blaming, responsibility instead of deepening the rifts, and respect even when there is deep disagreement.
The elections will be over, but we will stay here together. The message of "Wahvat!" is that it is possible to share opinions, argue, and hold different beliefs, without giving up on each other. Our home remains one, and the responsibility to protect it lies with all of us.
