WIZO – the Women’s International Zionist Organization is one of the most established nonprofits working in Israel. Over 90 years ago WIZO was formed by women in the UK to meet the needs of the Jews living in the Land of Israel.
Whatever the need, they filled it. From milk for infants to training in agriculture and farming.
As Israeli society grew, so did its needs and so did WIZO. With branches all around the world, women raised money to support the programs all across Israel. From the first Knesset, WIZO lobbied for women’s and children’s rights. WIZO ran orphanages, employment training, legal advice, programs for youth, etc. etc. etc.
How is it possible to focus on one or even a few aspects of this incredible and mammoth organization?
This was the challenge we faced when writing their new website — what to include, how to divide their hundreds of programs (baby, youth, adult – empowerment, security, education – legislation, education, protection, women, children, youth …etc.), where to begin???
What were the reasons for all these programs? Why the education, empowerment, emergency shelters? Why run orphanages, youth villages, leadership programs, free legal aid clinics, parenting hotline and programs for treating violent men? Why lobby Knesset, pass laws and teach leadership skills? Why run 180 day care centers across the country?
WIZO’s mission has always been to fill the needs in Israeli society in order to make it strong and sustainable.
We went through many tagline incarnations.
Some sounded too military, some too cliche, some we were unable to use because of organizational considerations.
While we weren’t able to truly rebrand the entire organization, we were able to find a common theme for the website from which to work.
WIZO: Strengthening Israeli society by strengthening Israel’s people.
And so, the website describes the way WIZO works to strengthen every segment of Israeli society. From abandoned babies to lost youth. From single mothers to struggling families. Not all programs are described but the ones that are, represent the overall mission of WIZO.
The website is comprehensive but not overwhelming. It has depth and breadth without getting lost. It is a proper representation of the greatness of the organization while still being digestable to the reader.
Sometimes, when faced with too much information to convey, it is best to go back to the beginning.