Milky Summer Activities and Positive Impact on Stakeholders
At Strauss, we advocate the approach of supporting various stakeholders and having an impact on as broad circles of influence as possible through our activities. One example is the Milky Summer Show, and how we modified it to Corona constraints. Families in Israel were offered the chance to enjoy a variety of events at dedicated drive-in complexes, which conformed to the Corona directives of the authorities. Participation was offered at a symbolic cost only, and the initiative offered work and a livelihood to dozens of stage workers, artists, production people, advertisers, and more – sectors that were particularly hard hit by Corona restrictions. In addition, tickets were donated to the families of medical teams as a token of appreciation for their dedication during the ongoing crisis. All proceeds of the events were donated to Latet, for the purchase of food baskets for families who fell victim to Corona.
By the end of the Milky brand summer initiative, 15 shows had been staged that provided work for about 130 people from the stage and production world and over 1,000 messengers, and donations of many food baskets.