Due to the continuous rise in life expectancy, the proportion of the elderly in the population is becoming increasingly significant. This dramatic demographic change in western societies raises considerable social and economic issues, creating serious challenges and requiring the establishment of new norms, as well as shattering old social stigmas and myths. There is a need for significant change in society's attitude towards the senior population which includes pensioners, widow/ers, the unemployed, individuals who live alone and /or are confined to their homes, as well as those with abundant free leisure time.

Motke is the first website of its kind in Israel for members of the "golden age". A non-profit venture, this unique portal was established to create a social-communal focal point, which would provide answers for the daily needs and hardships of these adults, with the ultimate aim of improving their health and well-being.

Motke offers unique and diversified content on subjects such as lifestyle, health, leisure, culture, travel, economics and consumerism, and also serves as a meeting place for the older population.

The portal contains useful interactive tools encouraging users to become acquainted and interact with each other, to be more involved in the community, to volunteer and to take an active part in leisure and cultural activities. The satisfaction and self-gratification form these activities will affect the users' health and daily functioning.

Motke was established in 2007 and by the end of 2009 there had been 1.2 million visitors annually to the site, making it a leader for the golden age.

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