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A personal trauma awoke Beer's passion for saving lives. As a child, Beer witnessed a bus bombing. He couldn't get gruesome images of the blast out of his head. He dedicated himself to "Hatzalah" - or rescue in Hebrew. An organization with the same name already existed in Jewish communities around the world. So Beer set up Israeli not-for-profit "United Hatzalah of Israel," which has been setting new records in emergency-response times.