On the morning of Saturday, October 7, Haim Rubinstein heard the sirens go off at his home in Tel Aviv. He turned the television on and saw Hamas terrorists getting off a white pickup truck in Sderot and then watched social media footage of Israelis being kidnapped to the Gaza Strip.
Rubinstein understood instantly that these events were unprecedented, and that immediate action was needed.
He saw the first hostages being dragged away on foot, in pickup trucks and on motorcycles — including Noa Argamani, who was kidnapped from the Supernova music festival near Kibbutz Re’im aboard a motorcycle while crying for help, with her boyfriend Avinatan Or led away on foot by terrorists.
Rubinstein, 35 — an experienced media adviser who had previously served as spokesman for former Yesh Atid MK Ofer Shelah and as a member of the party’s media team in four election campaigns — told his partner Roni: “I can no longer sit around.”
“The first thing I did was pick up the phone a few minutes after 8 a.m. and tell my clients that I had decided to take time off to help the hostages’ families,” Rubinstein told Zman Yisrael, The Times of Israel’s Hebrew-language sister site, in an interview this week.
On the same day that Hamas-led terrorists killed some 1,200 people in Israel and took 253 people hostage into Gaza, Rubinstein and his partner began collecting names of hostages who were identified in news reports and on social media. By the end of that bloody Saturday, he had already gathered 70 names.
Hellbound and Down 