The Secret Postcard Project is the fair’s flagship social initiative and has been running for over fifteen years. Over this period more than NIS 2,700,000 have been raised and allocated, among other initiatives, to scholarships for students in the Tel Aviv Museum of Art’s Excellence Program for Youth; to Snir’s Stars, a program run by the Snir Association; to scholarships at the School of the Arts, Arison Campus, Tel Aviv; and to the Umm Culture Association, supporting the establishment and operation of artist led, educational community creative spaces for residents of the Western Negev region.
This year, we continue to dedicate the project to the healing of Israeli society in the aftermath of the war. We are once again collaborating with Atufim B’Ahava – ICF, an organization established to support 557 children who were orphaned in the deadliest massacre in the history of the State of Israel. The organization’s mission is to create a comprehensive financial and professional support framework for each child, enabling them to live the fullest and most meaningful lives possible alongside the trauma and loss they have experienced.
All proceeds from postcard sales this year will be donated in full to Atufim B’Ahava – ICF, designated for a grant program supporting the children and young people accompanied by the organization through educational, rehabilitative, and therapeutic activities connected to the fields of art and culture.
This year, the Secret Postcard Project was held in collaboration with the mobile gaming giant Playtika. Among the postcards were special designs created by the company’s game designers, who joined this meaningful initiative and crafted postcards inspired by the story of the Wrapped in Love – ICF organization. The postcards were exhibited alongside those of all the project participants, including renowned and leading artists such as Avital Cnaani, Adam Yekutieli, Boaz Noy, Ziva Yelin, Yifat Bezalel, and Natalia Zourabova.
The Israeli Children’s Fund – Atufim B’Ahava was founded just days after the events of October 7 by leaders from the business and high-tech sectors, with the aim of supporting 557 children who lost a parent in the deadliest massacre in the history of the State of Israel. The organization seeks to enable every child to live as full and meaningful a life as possible alongside the trauma and loss they have endured.
Many of the children also lost additional family members, friends, and teachers, and most were forced to leave their homes, to which many have not yet been able to return. In many cases, the murdered parent had been the family’s primary economic anchor; as a result, alongside coping with trauma and bereavement, many families are now facing significant financial hardship for the first time in their lives, bringing with it complex and ongoing challenges.
The mission of Atufim B’Ahava is to enable every child to live as full and meaningful a life as possible despite the trauma and loss they have experienced. The organization pursues this goal through two central support frameworks:
1. Financial Support Framework – The organization seeks to provide each child with substantial long-term financial support, accompanying them throughout their childhood and adolescence and into adulthood. This support is delivered to families and young people through a grant mechanism focused on three key areas: rehabilitation and resilience, education, and significant life milestones.
2. Professional Support Framework – The organization facilitates access to information regarding rights and opportunities, and provides guidance and accompaniment at key decision-making moments. This professional framework includes ongoing support from a social worker on behalf of the organization, partnerships with institutions and organizations to make services accessible according to the children’s needs, and assistance through advanced technological tools.
The registration for the 2025 Secret Postcard project is over.
Postcards will only be sent by mail once. If your postcards do not arrive, you can collect a new kit from one of the collection points until February 28.
Finished postcards should be sent approximately two weeks after receiving them, and no later than the end of March. If you prefer not to rely on mail services, you can bring the postcards to one of our pickup points. Participation in the project is limited, and we cannot guarantee acceptance of postcards received after March.
Postcards should be returned within two weeks of receiving them, and no later than the end of March.
If the registration form is closed, you can visit one of the pickup points, provided that the completed postcards reach us by the end of March. We recommend calling ahead to check if kits are still available at the pickup points.
We will send two email updates: one confirming that we’ve received your postcards and another confirming your participation in the project.
Participation in the project grants each artist a single-entry ticket to the fair, regardless of the number of postcards donated. The ticket is valid for one entry on any day during fair opening hours. Entry to the opening events requires a separate ticket.
A single-entry ticket for participating in the project will be sent to the email address you used to register shortly before the fair opens to the public. It may arrive a day before the opening. Please contact us about tickets only after the fair has officially opened.
About two weeks before the fair. The first 1,000 postcards we receive and accept into the project will be uploaded to the online store.
The Secret Postcard Project is a volunteer initiative aimed at raising funds for art education. Uploading postcards to the online store involves a complex and lengthy technical process (scanning, uploading, quality control, etc.). In recent years, the number of postcards in the project has grown significantly, so only about half of them can be uploaded online.
The Secret Postcard Project includes over 1,500 postcards submitted by hundreds of artists. Due to the large volume and the fact that this is a volunteer project and not an exhibition, we unfortunately cannot provide individual updates about each postcard. Unsold postcards will be donated to the organization receiving the project’s proceeds.
