In the weeks and months following October 7th, a quiet but profound movement began spreading through Jewish communities around the world. It didn't emerge from a corporate campaign, a political initiative, or a central organization. It arose organically — from the hearts of ordinary Jewish families sitting with an almost unbearable grief.

Hamas tried to reduce the number of Jews in the world. The response of the Jewish soul was simple and defiant: we will make more.

“Lechaim (to Life)" is not just a nice slogan used when friends and family make a toast together during joyous occasions. Lechaim connotes a blessing and desire that we wish to focus more on living and less on just existing.

To exist means to consume space, resources, food and all other materialistic things that our physical existence depends on. To live, on the other hand, means to focus on the meaning and purpose of life. Instead of being motivated to work just to pay our bills, we strive to contribute to society, develop meaningful relationships with our families and friends, and make a positive difference for the people around us.