A national humanitarian umbrella organization (RA 580328839), established in 1998 to work on behalf of the needy in Israel, without regard to sex, religion, creed, race, origin, or nationality.
At its aid centers, the organization extends immediate aid to the needy through distribution of food and clothing, as well as long-term solutions through vocational guidance aimed at helping the needy join the ranks of the employed.
Based on a belief that the future of Israeli society depends on the education of today’s youth, the organization also operates the Ilan Ramon Touching the Horizon Educational Center, where young people with potential and will, though lacking in financial means, receive an education, are empowered, and learn the tools to break the cycle of poverty.

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Pitchon Lev's activities during the Passover holiday took place in the wake of the global financial crisis, following a rise in prices over the past year, a decline in wages and buying power of lower income families, all of which added to the plight of poverty and nutritional safety of over 1.64 million men and women in Israel. 

The Pitchon Lev organization, acting as an umbrella organization to dozens of other humanitarian associations, concentrated its activities on two fronts during the Pesach holiday season leading the struggle against poverty. On one front the campaign was carried out through the media – television, radio, newspapers and internet – urging the public to donate a meal to the needy. The media campaign was called "800,000 Children Trapped in Poverty", and was made possible by the expertise of the leading advertising agencies, Zanit and Saatchi Interactive, of the Bauman Bar Rivnai Group, who participated on a completely voluntary basis. With the help of our many partners we were able to accomplish our mission and provide assistance to more than 5000 families from all over the country.

The second front on which we began our campaign during the Passover holiday and on which we will continue persist as the leading organization for the cause, is the cry to state institutions to take the responsibility upon themselves to establish real and all-encompassing programs to reduce and even eliminate poverty in Israel.  In this framework, we are in the process of petitioning to the courts to instruct the government to take responsibility for the state of poverty in the country. We believe that only an institution like the government has the ability to treat this problem effectively with a real and lasting impact.

The Support of the Media in Israel

The following media channels contributed to the campaign on a voluntary basis:

Television networks: Reshet, Keshet, Channel 10, Channel 23, The Sports Channel, and Channel 9.
Local Radio networks: Radio 99, 100, 102, Rdio Haifa, Radio Jerusalem
Leading Internet sites:  One, MAKO, Nana10, Madas, NRG Tapuz, Walla, Yad2, Ynet, The Marker. Oriadian. Layla, Bizportal, Sport 5
Newspapers: Israel Today, SBC Magazines, The Haaretz Group, The City Mouse, Focus

The project was performed in cooperation with friends of the organization at Dizengof Center who made available the shopping center for use for the benefit of this campaign.

Donation Project in the North
Under the sponsorship of the Mayor of Carmiel, Adi Adler, a campaign for collecting contributions was held for the benefit of the inhabitants of the northern part of the country. Food, clothing and monetary contributions were donated to the Carmiel Branch of Pitchon Lev.
Business Organizations

The following business groups enabled donations to be collected for the campaign:
SMS, Cellcom, Pelephone, and Orange.  Technical support was donated by Shamir Systems.
Also assisting in the success of our campaign were our friends at: Bank Igud, Elco, Gadot Alex Original, Gal Sayef, Seybers Co., Kibbutz Sassa, and E.P. Computers

Volunteers
We were assisted by thousands of volunteers who took part in transporting, packing, and distributing food packages, including volunteers from army units, youth movements, and hundreds of volunteers from all over the country, as well as the core of volunteers who maintain our organization's functions on a daily basis.
A  special thanks to all the volunteers, the organizations, donors, and businesses who contributed generously.  Thanks to you we were able to fulfill the needs of every person applying to us for aid, so that no one would be forced to sit down to an empty plate at the Pesach holiday.  For that, we thank and bless you.