The coastal city of Netanya on Tuesday was named one of 24 global winners of the 2025–2026 Bloomberg Philanthropies Mayors Challenge, securing $1 million to expand a municipal program aimed at boosting early childhood development.
The competition, launched by former New York mayor Michael Bloomberg, drew more than 630 applications from cities worldwide. Netanya was selected for its plan to deploy mobile play stations in public parks to provide developmental support to families with children from birth to age 3.
City officials say the initiative addresses a critical gap in Israel’s early childhood system. While public education begins at age 3, roughly 85% of brain development occurs before that age. In Netanya, nearly half of households with toddlers lack access to subsidized early childhood care, leaving many families without professional guidance during key developmental years.
Under the program, the city will send paramedical professionals — including speech therapists and parenting counselors — into neighborhood playgrounds, where most families already gather. Using mobile “play carts” and structured developmental activities, staff offer informal consultations and guided play sessions designed to identify delays early and support parents.
During a pilot phase funded with a $50,000 grant from Bloomberg Philanthropies, city officials found that 75% of participating parents were unfamiliar with basic developmental milestones, and about half of the children were not enrolled in any recognized educational framework. A quarter of families returned for follow-up sessions, and one-third of the children required continued monitoring, underscoring demand for the service.
By the end of 2027, Netanya aims to reach 85% of the city’s children under 3 — an estimated 9,000 toddlers — and reduce referrals to special education committees by 40%. The city also hopes that at least 70% of participating parents will report improved knowledge and confidence in supporting their children’s development.
“As a Bloomberg Philanthropies Mayors Challenge winner, Netanya will bring critical early childhood development support into the public playgrounds and community spaces where families already gather,” Mayor Avi Slama said in a statement. He described the model as a shift from reactive to proactive municipal services.
The Mayors Challenge, now in its sixth round, provides winning cities with funding and operational support to scale tested innovations in essential public services. This year’s winners, representing 20 countries and more than 35 million residents, were selected for the originality, potential impact and feasibility of their proposals.
Bloomberg Philanthropies said the competition is designed to strengthen local government innovation at a time when municipalities face growing demands and limited resources. Previous rounds have funded 38 cities and helped replicate successful initiatives in hundreds more worldwide.