As the Tishrei holidays approach, when Jerusalem’s streets fill with prayers, visitors, and family gatherings, the municipality seeks to highlight cleanliness as a civic value. The launch of the rebranded fleet is not only a technical step but a cultural statement: every resident shares in preserving the image of the city.
New slogan and garbage trucks
The trucks now carry the slogan: “Don’t let dirt ruin the beauty of Jerusalem.” The choice is designed to speak directly to the public, connecting the physical beauty of the Old City with the practical responsibility of waste disposal. A daily garbage truck thus becomes a moving billboard that sparks a conversation about urban culture.
Windmill in Yemin Moshe and Old City walls
The visual designs feature symbolic images: a clear bottle through which the Old City walls can be seen, and a transparent cup showing the famous Yemin Moshe windmill. These icons reflect the blend of sacred and mundane – ancient heritage alongside everyday life. The message is simple: the beauty of Jerusalem is fragile, and depends on the collective care of its people.
New garbage compactor on Shamai Street
Beyond branding, the municipality has also introduced a technological innovation: a sealed garbage compactor on Shamai Street in the city center. Fully protected against leaks and odors, it demonstrates that attention to detail – not only in messaging but also in infrastructure – is part of a modern urban policy.
(No Entry Needed: Jerusalem’s People’s University)
Mayor Moshe Lion – shared responsibility
Mayor Moshe Lion explains: “Jerusalem is a city of sacred and secular, of past and future, but above all – it is a city for all of us. To preserve its beauty and heritage, we must act together. It is a personal duty for each of us, and only through partnership can we ensure Jerusalem remains clean and dignified for generations to come.” His words place the branding campaign within a wider framework: the cleanliness of Jerusalem is not solely a municipal task but a shared civic responsibility.
