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Creating peace of mind with home care

The start-up world meets elderly care in an Israeli retirement home
The Protea is the national flower of South Africa.
The Protea is the national flower of South Africa.

An innovative startup to meet a growing community need

In its planning stages by former Southern Africans in Israel, Beth Protea retirement home in Herzliya was an innovative startup insisting on excellence in every aspect. Since opening its doors in 1992 Beth Protea has earned high marks all round but most importantly for the outstanding warm, caring, friendly, English speaking relationships between staff and residents and among the residents.

Troubled by inability to accept the many applicants on the waiting list for accommodation, Beth Protea is now initiating a new startup project -called “Protea Home Care” (PHC) to meet the desperate need for “at home” care for frail, lonely persons living alone.

Home care is more than meeting specific needs. To feel secure, a lonely frail person needs to know that in case of emergency, real or imaginary, he/she can telephone someone who cares at any time of day or night and this 24/7 service is one of the important aspects that PHC will provide.

A Case Manager will visit each member once or twice a week and a qualified social worker will be available to provide professional support. While one of the main goals is eliminating loneliness, boredom and helplessness PHC will also provide essential practical assistance like providing meals, checking on adequate nutrition, attending to shopping, minor household repairs, laundry, an emergency call button and more.

It is not only the elderly who have a serious need. Because of the pressures of their daily occupations and the demands of their own children, many adults feel guilty about being unable to give their parents the attention they deserve. In addition some who live in distant cities or abroad are anxious about the increasing care required by aging parents. PHC can give them peace of mind.

According to a Pew Research Center survey in the USA, among all adults with at least one parent age 65 or older, 30% say their parent or parents need help to care for themselves. About one-in-five of these middle-aged adults reported that they are often pressed for time.

In the initial stage the project is aimed at English speakers in Kfar Shmaryahu, Herzliya Pituach, Herzliya, Ramat Hasharon and Raanana.

For more information call Dafna 09 9595223 or Lynn 09 9595222 or send an email to

About the Author
Maurice Ostroff is a founder member of the international Coalition of Hasbara Volunteers, better known by its acronym CoHaV, (star in Hebrew), a world-wide umbrella organization of volunteers active in combating anti-Israel media and political bias and in promoting the positive side of Israel His web site is at
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