Democracy - fall in love again
“Democracy – fall in love again” is an educational media initiative that rebuilds emotional connection to democracy among young adults through powerful, story-driven videos.
The Problem
This is not only a political crisis. It’s an emotional one.
Across the world, young people are increasingly disconnected from democracy, not because they reject it, but because they don’t feel it belongs to them.
In the age of social media:
Populist messages spread because they speak directly to emotion
Democracy is often experienced as abstract, complex, and distant
While education systems continue to explain democratic values, they struggle to compete with the emotional force of polarizing narratives.
Without rebuilding emotional connection, democracy cannot sustain itself.
Our Response
We don’t explain democracy. We make people feel it.
We create short, emotionally resonant videos designed for young adults (18–24), using relatable human stories that reflect democratic values in everyday life.
Our videos
Avoid direct political messaging
Focus on human experiences of belonging, freedom, empathy, and shared responsibility
Offer an emotional alternative to polarization
Our goal is to reconnect young people to the feeling of democracy, not just its principles.
How We Work
Creative. Educational. Research-based.
This is not just content creation. It’s a structured learning process.
Our work combines:
Creative storytelling across genres
Focus groups with young audiences
Iterative development based on real feedback
Ongoing evaluation of emotional impact
We continuously ask:
What actually creates connection?
Why Now?
At a time when democratic values are increasingly challenged by fast, emotional, and polarizing narratives, the gap between democratic principles and lived experience is growing.
If democracy does not exist in the emotional world of young people, it will not exist in their choices.
This is the gap we are working to close.
Team
Yony Tsouna – Co-founder and CEO of Matzmichim Academy, which he has led for over two decades, driving its national growth and strategic development.
Yony holds a Master’s degree in Public Policy from the Hebrew University of Jerusalem. He lectures in schools, at-risk frameworks, governmental organizations, the private sector, and academic institutions in Israel and internationally on violence reduction, group dynamics, and positive norm-building.
He also serves as a professional consultant to educational institutions, municipalities, and government ministries, supporting policy development and implementation.
Shiran Ben-Yehuda – Educational and organizational consultant and facilitator at the Democratic Institute, specializing in democratic culture, participatory processes, and systemic change in education.
Shiran works with school leaders, educational teams, municipalities, and education networks, supporting the implementation of democratic culture in education systems. She facilitates leadership processes and participatory work that translate values into everyday practice, helping organizations operate in more collaborative, responsive, and trust-based ways.
Ofir Baras – Works in informal education and pre-military programs, mentoring youth and developing processes that foster leadership, critical thinking, and social engagement.
Ways to Collaborate
We are currently building partnerships to expand the reach and impact of the project.
You can collaborate with us by:
Bringing the videos to your community or organization
Partnering on content development
Supporting research and evaluation
Funding production and distribution
Co-creating culturally adapted versions
