The Digitaf Club

The Digitaf Club, created and managed by Tel Aviv-Jaffa Municipality’s Spokesperson’s Office, is a digital platform that offers a vast selection of unique content for early childhood. It includes a variety of workshops, lectures, and interactive activities designed to meet the specific needs of young children and their caregivers. The initiative aims to ease the potential loneliness of parental leave while addressing the high cost of living in the city by offering all the activities free of charge.

From the very beginning, demand for activities was high, with city residents taking full advantage of the wide range of offerings and expressing great satisfaction. At its peak, 600 events were held monthly across the city. The activities, hosted at various community centers, require prior registration and are fully funded by the municipality. The range of activities includes storytelling hours, rhythm and music sessions, stroller and baby carrier tours, and more. Additionally, as part of Digitaf’s programming, a unique collaboration was established with community well-baby clinics, providing free resources and support in para-medical fields for toddlers and their parents. These include baby massage workshops, mother support circles, nurse check-ups, and developmental guidance.

Alongside its wide range of activities, Digitaf launched a Facebook group, establishing the first citywide community for parents of young children - The Digitaf Parents’ Community. The group quickly gained traction and now includes approximately 30,600 members.

While initially serving as a platform for promoting and registering for Digitaf activities, the Facebook group evolved into a direct communication channel between parents and the municipality. The Digitaf team’s prompt, professional, and high-quality responses encouraged parents to raise various early childhood-related municipal concerns, such as unclean playgrounds or requests for activities in specific neighborhoods. This streamlined communication allowed parents to receive quick answers without the need to wait for call center responses or submit formal online requests through traditional municipal channels. In addition, the group has become a space for parents to engage in discussions and seek advice on topics important to them, fostering a vibrant and supportive community.

Naturally, the partnership between Urban95 and the municipality’s Digitaf initiative was established in the first year of operations, driven by a shared focus on toddlers and their parents across the city. This collaboration is reflected in a shared sense of responsibility, the division of citywide services, and joint training sessions for Salta and Digitaf workshop facilitators. Broadly speaking, the two organizations’ areas of activity can be distinguished by their approaches. Urban95’s Salta content emphasizes community-focused, often ongoing, and play-based activities that strengthen the parent-child bond, and always require parents to be actively involved. In contrast, Digitaf takes a municipal approach, offering primarily one-time, recreational, and free activities, as well as large-scale flagship events. Over time, the Digitaf Club has become something of a Tel Aviv icon, serving as the face of the city for young parents and reshaping relationships among parents themselves and between parents and the municipality.

Partnering municipal units:
The Spokesperson’s Office; the Digitaf Team; the Community, Culture, and Sports Administration; the Social Services Administration.