The Secret Postcard project is Fresh Paint’s leading social project. It offers for sale over 1,000 original postcard-size artworks, by renowned artists and designers as well as young artists and students. All the postcards are offered for a uniform price of 180 NIS each, and anonymously. Only after the purchase can the buyers discover the identity of the artist behind the work they have chosen.

This year, Fresh Paint collaborates with the Marmelada Market website,Israel's Design Marketplace, and the postcards were exposed for the first time, and sold to the general public on the website, a few days before the fair opens.

All the proceeds from the project go to the Meyerhoff Art Education Centre at the Tel Aviv Museum, to fund grants for teens from underprivileged families who are gifted in the arts. These grants allow teenagers who take part in the Museum’s courses to express their skills and talents, to progress and to gain confidence in the area of art, creation and self-expression.

During the seven years of the project around 6,250 postcards have been sold at the fair, including works by the international artists Jake and Dinos Chapman, Haim Steinbach and Ron Arad, and funding has been raised to allow 440 pupils to take part in the programme for excellence in art.