Life Lessons in Service, Resilience, and Social Impact
Bar Reuven and the extraordinary legacy of Israel’s elite search-and-rescue Unit 669
A note from Rachel:
This article was originally commissioned by another publication, but due to its strong themes of support for Israel, it was ultimately pulled. After some effort, I was able to regain the rights and share it with you here.
Two quick thoughts:
The piece was meant to run several months ago, in time for readers to sign up for Unit 669’s “boots on the ground” mission, which begins tomorrow, June 16th.
As you read, keep in mind that members of Unit 669—Israel’s elite Combat Search & Rescue Unit—are currently deployed deep inside enemy territory. They risk everything to bring others home.
I hope this context helps you appreciate the stakes and the courage behind these missions.
Bar Reuven: A Life Shaped by Service
Though he’s still only in his mid-thirties, Bar Reuven’s life story is a powerful testament to years of unwavering commitment to service, community, and social responsibility.
As a captain in the IDF, Reuven served in the elite rescue Unit 669. It was during those years that he learned that service frequently comes with great personal risk. More recently, Reuven co-founded the CAT 669 Alumni Association and currently serves as Executive Director of AFU669 – American Friends of Unit 669.
When asked how he might describe himself to others, Reuven says, “Father. Jew. Israeli. Zionist.” And so much more than that.
Reuven shared some personal insights into his life of service and deep commitment to Unit 669 and its members, past and present.
A Brief History of Unit 669
Unit 669 is the combat search and rescue unit of the Israeli Air Force and one of the premier special operations units of the IDF. When it was founded in 1974, the unit’s original mission was to recover ejected IDF pilots shot down behind enemy lines. Today, Unit 669 is responsible for the rescue and evacuation of all Israeli Defense Forces personnel and others facing dire situations. Because of the extreme sensitivity of their missions, if you see members of the unit in photos, their faces will most often be blurred – as with the recent hostage release images.
Editor’s Note:
Some sources claim Unit 669 was named for the number of children Sir Nicholas Winton rescued during the Holocaust. However, official Israeli Air Force and IDF materials indicate the unit’s number was randomly assigned at its founding, not chosen as a commemorative reference.
Unit 669 is comprised of three major divisions:
Combat fighters trained extensively in high angle rope techniques, water and scuba diving skills, medical training, and aerial rescue methods.
Medical division made up of Israel’s top doctors and paramedics with a history of combat training and specializing in triage under extreme duress.
Logistics division responsible for managing all the unit's needs.
A Shorter History of Bar Reuven
Reuven, who currently makes his home in New York City, said jokingly, “After I graduated from the unit in 2013, I traveled in South America like a good Israeli.” Upon his return, he sought meaningful ways to make a difference.
In September 2014, Reuven founded and is former CEO of the Cat Association, Elite Unit 669. In 2018, Reuven founded American Friends of Unit 669 (AFU669), which he ran in parallel with the veteran unit. Since 2020, Reuven has served as the Executive Director of AFU669. He explained the distinctions between the divisions:
“The difference is that here in the States, we’re a sister organization. We offer a variety of programs, including events, medical initiatives, and mentoring opportunities. We’re responsible for fundraising and awareness of the organization in Israel.” That awareness includes frequent mentions of Unit 669 in the media and on the battlefield in the immediate aftermath of October 7th.
Unit 669 in the Aftermath of October 7th
As a search and evacuation unit, “The unit has had a big part in the war,” Reuven said. “Unit 669 rescued more people in the 36 hours immediately following the October 7th massacre than in a 2014 rescue mission; about 350 people.” And because Israel is such a small country and “because so many people were injured or died, we all know someone who was rescued by the unit.” Reuven explained that all rescues take on a personal element, some more than others.
It’s Always Personal
Unlike other soldiers who have time to get used to their deployment, “My first mission as a young commander was very extreme,” Reuven said. It was on the Gaza border and Reuven’s team was sent to help an armored tank division.
“Their ground forces were attacked while securing the fence. There was an explosion and five people were injured.” Of the five, “Two were okay. Two were medium high. One was very severely injured.” Because it was a complex mission, two helicopters were deployed, the other one manned by my friend. “I was called from one base, suddenly a helicopter came from another base. I took four of the injured with me, my friend took one with him. We arrived at the Soroka Medical Center in Beersheba. When we were finally able to calm down a bit, I looked at my friend. He was broken. ‘Nadav Rothberg’ he said to me. That was his friend from Kfar Saba High School. It was then that I realized how it could have happened. That it could be my friend next time.”
The Importance of Bar Reuven’s Work
Reuven shared another anecdote highlighting the importance of his work with Unit 669.
“In 2012, there was the terror attack on two buses in Bulgaria,” Reuven said referencing the 2012 Burgas bus bombing by a suicide bomber targeting Israeli tourists. Until that point, Reuven had never participated in an overseas mission that wasn’t secret. Reuven said that his unit is called in to help with war zones and earthquakes. And terrorist attacks in other countries. We got our passports as quickly as possible. We traveled on a massive Hercules airplane. We’re able to build a whole hospital on it and do any procedure that you’d do in a hospital.”... Reuven’s flight landed in Burgas, Bulgaria, along with two other rescue airplanes. “We brought back 33 Israelis who were injured in the bombing. These people went on vacation and were suddenly faced with the worst situation ever; it was a little like Nova,” Reuven said. It’s hard for me to put into words the feeling of doing something like that, rescuing those people in a matter of hours. When we landed in Israel, I couldn’t believe how many people were waiting there, some waving Israeli flags. It highlighted to me how important the work we are doing is and how much confidence we give to Israelis overall.”
Despite their critical work, the Israeli rescue teams aren’t always welcome. In fact, quite the opposite.
Undercover Rescue Missions in Enemy Territory
Reuven said that every rescue mission outside of Israel depends on the country involved.
The delegation that went to Turkey two years ago stayed for seven days. They treated 500 people, which is an enormous number compared to the amount of people injured,” Reuven said. But “there were threats on the delegation, and they had to come back.” At times, Israel cannot become involved for political reasons. Reuven said they became involved behind the scenes. “The commitment to helping people is stronger than the recognition for it.”
The Immediacy and Camaraderie of Unit 669…and Beyond
Reuven explained that Unit 669 consists of three teams on call 24/7 at three different airbases in Israel. “There’s no need for an airport because we’re right near an Air Force base; one base is our headquarters, while the other two are not. Less than 15 minutes after hearing that we’re needed, we take off and fly to the mission.
Reuven said when on duty, Unit 669 commandos are “on call for one week with the same people. Most of the time it’s people you don’t know. You might be with reservists of any age, soldiers just starting out or physicians 15 years older than you. You stay in the same house. You cook together. You eat together. You train together.”
Food and Friendship
One of the things that Reuven said creates an incredibly strong bond is going to the supermarket together with team members. “It’s also the fun part. You shop. You discuss everyone’s preferences. It’s a big part of the week.” Similar to rescue missions, everyone has a role to play in meal preparation. “One person leads the barbecue; one leads the breakfast.” It’s over these meals that Reuven built incredibly strong ties with fellow members of Unit 669. So much so that he co-founded a startup alongside fellow former Unit 669 member Eyal Levy (CEO), and Assaf Liran (CTO); Reuven serves as the COO. Their app, Cookbash, offers personalized meal plan creation while promoting social interaction. Also notable, all of the luscious food photography on the app is original, including the one above! Up next: venue locations in major cities where you can cook and host your next bash.
Raised to Give Back
Having grown up on a small moshav — Gedera, which was founded in 1884 — 40 minutes south of Tel Aviv, Reuven has lived a life of community service since childhood.
“I was part of Maccabi Tzair,” Reuven said, referencing the Maccabi youth movement, which, according to their website, is dedicated to promoting Jewish heritage, Zionist values, social responsibility, and personal development. “I postponed my military service to volunteer for a year. A large part of my life is dedicated to finding ways to create the most social impact through volunteering, as well as forming organizations and serving the public. It’s not one or the other. I believe that you can combine everything you do with doing good.” Reuven said.
An Evolving Outlook...
In reflecting on his military service, Reuven said that his outlook has changed to a degree since becoming a father three years ago. “I remember being involved in an operation called Pillar of Defense back in 2012,” Reuven said. For eight days, we were supposed to enter Gaza. For eight days, there was constant shooting and rockets flying over my head. Every day, we were supposed to get into Gaza, and every day, we were told we had to wait some more. I was anxious and said I just wanted to go in already. The fathers, the ones with the most to lose, said to me, ‘You have no idea what you’re talking about because you don’t have kids.’ Back then, I didn’t understand, but I do now. But other people do it every day, and since October 7th, they don’t have the privilege of doing things differently. And for Unit 669 that means helping those in danger and in need of rescuing.
They Save All Lives
Reuven said that Unit 669 saves people no matter their nationality or religion. “We don’t ask if the people we rescue are Muslim or Jewish or Christian. We took an oath to save lives. Sometimes, we get calls to Judea and Sameria to rescue Arabs and we do it,” Reuven said. “Sometimes we get calls to rescue Sudanese crossing the border from Egypt. They’ve been shot in the back and they know Israel will take them in and rescue them. It can be a one-hour flight on these rescue missions with special medical divisions and it costs a lot, but Israel does that.”
When people talk about the Israeli military, Reuven thinks it’s essential that they’re aware of the vast amount of good it does. Sometimes we even get into arguments with each other about who we should rescue. There are all types, right-wing and left-wing; but in the end, we’re here to help everyone.
While the vast majority of us will never face the pulse-pounding life-or-death situations of Unit 669, we can and should learn from Captain Bar Reuven how to create meaning in everything we do.
Interested in Finding Out More About Unit 669?
Visit American Friends of Unit 669 to learn about new programs and events in your area, or consider donating tactical medical equipment or combat support equipment. There’s also a new swag store if you want to wear your support on your sleeve immediately.
Listen to Podcats, the official Unit 669 podcast, which has recorded over 60 episodes in the past two years. In his guise as host, Reuven discusses everything from high tech, business, and innovation along with connections to the Unit.
Follow and like on social media. Reuven said that in the war against disinformation, every like helps move their messaging forward. AFU.669 on Instagram and Facebook. Stay tuned for new programs for young professionals 25-45, with special events promoting 669 values, guidance and mentoring, and even a physician’s group.
Join Unit 669 on a mission. This is a once in a lifetime opportunity to experience Israel from the perspective of a 669 soldier. Among other things, you’ll have lunch at the base with active duty 669 soldiers, and tour Kibbutz Alumim with a 669 veteran who fought and saved the kibbutz on October 7th. Full details here.
🙏 - another amazing facet to them (they don't think of themselves as heroes) is their down to earth-ness.
Also - during the meeting presentation we attended we asked about PTSD issues and solutions. Lots of good thoughts and insights.
I highly recommend arranging a presentation. Meeting Bar and his colleagues (no names here) was an empowering experience. Hope, grief, resilience, strength, determination - and healing all came through in a profound way. Am Yisrael Chai.