Overview

15 Minutes - Public Transportation Alliance (Hebrew: 15 דקות) is an Israeli registered nonprofit association (amuta) that works to improve public transportation in Israel. It describes itself as the organization representing public transport passengers and riders, acting on their behalf before the state, local authorities and all relevant stakeholders in order to enlarge and improve mobility alternatives to the private car through public and sustainable transportation. The organization promotes accessible, green and just transportation for all Israeli citizens. The initiative began in 2009 as a local effort by two Jerusalem activists, Yossi Saidov and Ehud Uziel, who wanted to improve public transportation in their own neighborhood. Their first step was a residents' meeting on transportation, publicized through a friend-brings-a-friend method; about 100 residents from across the city attended, and the success drove local Jerusalem activity on a range of issues including information at stations, complaint collection, a guide to small claims for public transport passengers, and a campaign for boarding from all doors. Among the successes was the founding of the popular Line 15, a direct line to the Central Bus Station from Katamon that was meant to arrive in only 15 minutes. The line is named after the association, whose name "15 Minutes" was intended to emphasize the importance of shortening travel times on public transport so that it becomes an alternative to private car use. Following the success of the Jerusalem activity, the activists worked to turn the initiative into a national organization. Gil Yaakov, previously CEO of "Green Movement" and a transportation activist, was called to head the organization and lead this process; he led the establishment of the association and served as its CEO until 2019. Yossi Saidov continued as the organization's spokesperson. Lara Faran, who served as coordinator of public struggles and community relations, and Daphna Uri Masatchkin, who coordinated public inquiries and special projects, joined the founding and permanent team. Since 2013 the organization has been registered as a registered association. In 2018 Gil Yaakov and Yossi Saidov were chosen for TheMarker's list of the 100 most influential people of that year, with the explanation that "today, 15 Minutes is the most influential organization operating in this field, whose influence on the quality of life of Israelis is great." In 2019 Shmerit Notman was chosen as CEO. In March 2021 she announced her departure and Lara Faran, who had been part of the association's founding team, was appointed in her place. In October 2023 Sivan Shmuelovich was appointed CEO, after starting her path in the organization as director of government relations and policy promotion. Daphna Uri Masatchkin serves as chair of the board of directors, together with Sally Glitzenstein, former CEO of the municipal infrastructure company Yefe Nof in Haifa; Alon Sigler, an urban and transportation planner, founder and partner in Last Mile; and attorney Idan Bela of the Orna Lin & Co. firm, who was previously active in the association. Since its establishment in 2013 the organization has operated at the individual, local and national levels through public and media struggles, and with the help of volunteers and professionals working voluntarily. It runs a public inquiries center that helps individuals solve problems in public transportation and realize their rights as consumers. On the organization's website one can find information and detailed guides for filing small claims for violations of license conditions against public transport operators. In 2017 the organization operated an app for collecting reports from the public, but the app was closed. Report collection is carried out through a built-in feature called BetterBus inside the "HopOn Multi-Pass" app.

History

15 Minutes - Public Transportation Alliance (Hebrew: 15 דקות) is an Israeli registered nonprofit association (amuta) that works to improve public transportation in Israel. It describes itself as the organization representing public transport passengers and riders, acting on their behalf before the state, local authorities and all relevant stakeholders in order to enlarge and improve mobility alternatives to the private car through public and sustainable transportation. The organization promotes accessible, green and just transportation for all Israeli citizens. The initiative began in 2009 as a local effort by two Jerusalem activists, Yossi Saidov and Ehud Uziel, who wanted to improve public transportation in their own neighborhood. Their first step was a residents' meeting on transportation, publicized through a friend-brings-a-friend method; about 100 residents from across the city attended, and the success drove local Jerusalem activity on a range of issues including information at stations, complaint collection, a guide to small claims for public transport passengers, and a campaign for boarding from all doors. Among the successes was the founding of the popular Line 15, a direct line to the Central Bus Station from Katamon that was meant to arrive in only 15 minutes. The line is named after the association, whose name "15 Minutes" was intended to emphasize the importance of shortening travel times on public transport so that it becomes an alternative to private car use. Following the success of the Jerusalem activity, the activists worked to turn the initiative into a national organization. Gil Yaakov, previously CEO of "Green Movement" and a transportation activist, was called to head the organization and lead this process; he led the establishment of the association and served as its CEO until 2019. Yossi Saidov continued as the organization's spokesperson. Lara Faran, who served as coordinator of public struggles and community relations, and Daphna Uri Masatchkin, who coordinated public inquiries and special projects, joined the founding and permanent team. Since 2013 the organization has been registered as a registered association. In 2018 Gil Yaakov and Yossi Saidov were chosen for TheMarker's list of the 100 most influential people of that year, with the explanation that "today, 15 Minutes is the most influential organization operating in this field, whose influence on the quality of life of Israelis is great." In 2019 Shmerit Notman was chosen as CEO. In March 2021 she announced her departure and Lara Faran, who had been part of the association's founding team, was appointed in her place. In October 2023 Sivan Shmuelovich was appointed CEO, after starting her path in the organization as director of government relations and policy promotion. Daphna Uri Masatchkin serves as chair of the board of directors, together with Sally Glitzenstein, former CEO of the municipal infrastructure company Yefe Nof in Haifa; Alon Sigler, an urban and transportation planner, founder and partner in Last Mile; and attorney Idan Bela of the Orna Lin & Co. firm, who was previously active in the association. Since its establishment in 2013 the organization has operated at the individual, local and national levels through public and media struggles, and with the help of volunteers and professionals working voluntarily. It runs a public inquiries center that helps individuals solve problems in public transportation and realize their rights as consumers. On the organization's website one can find information and detailed guides for filing small claims for violations of license conditions against public transport operators. In 2017 the organization operated an app for collecting reports from the public, but the app was closed. Report collection is carried out through a built-in feature called BetterBus inside the "HopOn Multi-Pass" app. In the app one can pay for public transportation, plan a route and view real-time times, top up the Rav-Kav, and starting in January 2025 report problems and satisfaction with public transportation and stations. The reports are used to produce professional reports and concentrated action vis-à-vis the bodies responsible for transportation services in Israel: the Ministry of Transport, the operating companies, and the local authorities. The organization's periodic reports are exposed to the public and have received coverage in several media channels. At the national level the organization promotes broad issues vis-à-vis the Ministry of Transport, in the Knesset and with the help of the media. At the local level the organization promotes the activity of local and regional authorities on transportation issues, through a unique information system it developed called BUS BI. In February 2024 local authority elections were held across the country. In order to leverage the elections for the promotion of public transportation, the organization joined with field organizations that work with communities at the local level. As part of the organization's activity on the subject it established the Forum of Field Organizations for the Improvement of Public Transportation. The forum contains local action groups that work to promote public transportation in each city with its residents and according to its specific needs. In addition, the forum enables knowledge sharing, mutual appreciation and cooperation between the groups in order to strengthen one another and create impact at the national level.

2025
Starting in January 2025, reporting on problems and satisfaction with public transportation and stations became available in the HopOn Multi-Pass app.
2024
In February 2024, local authority elections were held; the organization established the Forum of Field Organizations for the Improvement of Public Transportation.
2023
In October 2023, Sivan Shmuelovich was appointed CEO.
2021
In March 2021, Shmerit Notman announced her departure; Lara Faran was appointed CEO.
2019
Shmerit Notman was chosen as CEO.
2018
Gil Yaakov and Yossi Saidov were chosen for TheMarker's list of the 100 most influential people of the year.
2018
In January 2018, the organization initiated, together with Lobby 99 and Green Movement, the 'Day of Rage in Traffic Jams'.
2017
Operated an app for collecting reports from the public (later closed).
2017
In December 2017, Transportation Minister Yisrael Katz announced that the Rav-Kav would be introduced into service taxis by the end of 2018.
2015
Following a struggle starting in November 2015, boarding from all doors was allowed for the first time on a third of urban lines.
2013
Registered as a registered association (amuta).
2009
Founded as a local initiative by two Jerusalem activists, Yossi Saidov and Ehud Uziel, to improve public transportation in their neighborhood.

Products and positioning

The most influential organization in Israel's public transportation field, representing passengers and promoting accessible, green and just transportation as an alternative to the private car.

Passenger rights guide
Guide to passenger rights.
Activist guide
Guide for activists.
Small claims guide
Guide for filing small claims against public transport operators.
Public inquiries center
Helps individuals solve problems in public transportation and realize their rights as consumers.
BUS BI
Unique information system developed by the organization to promote local and regional authorities' activity on transportation issues.
BetterBus
Built-in feature inside the HopOn Multi-Pass app for collecting reports from the public.

Marketing campaigns

Boarding from all doors
Fast to the City
Day of Rage in Traffic Jams
Fast and Now

Overview

History

Products and positioning

Marketing campaigns

Sources4 sources