The Jewish National Fund announced earlier this year a new version of its charity-collecting pushke — the Blue Box, as it is best known. Over the years, the Blue Box has been an iconic symbol for American Jews of their link to the Jewish state.
“More than a century old, our little Blue Box is known the world over, but it does change to keep up with the times,” said Russell F. Robinson, CEO of JNF. “Today’s pushke represents the many projects in Israel that we and our partners are funding to build a prosperous future for the land of Israel and its people.”
The new version uses color to highlight JNF’s work in seven program areas, from community building in yellow to water renewal in blue. Hundreds of colored dots representing the seven program areas are marked from north to south on a map of Israel. The new box also features the slogan “Help build tomorrow today.”
The original version of the Blue Box was modeled after World Zionist Organization founder Theodor Herzl’s hat.