Israel21c

Israel 21c falls loosely into the broad hasbara concept of Israeli world communications, but in a very different way than the usual approach of "explanation", focused on the Israel-Palestine Conflict and Arab-Israeli Conflict. It defines its mission as focusing media and public attention on the 21st century Israel that exists beyond the conflict; it uses a marketing rather than a public diplomacy model. It was formed by Silicon Valley entepreneurial philanthropists.

"By highlighting, emphasizing, and promoting positive images of Israel and Israelis, people will come to view Israelis as more like themselves and understand the relevance of Israel to their own lives. ISRAEL21c’s operations are focused on the development and dissemination of content that is used to advance the mission. The outcome of this process is increased support for Israel during difficult times and a greater appreciation of the role that Israel has in the lives of people the world over. Israel, to the extent that it is understood by Americans at all, is generally seen as a place of war; a place that is characterized by virtually nothing but the conflict between the Israelis and the Palestinians.

"Two significant pieces of research, the continuing Young and Rubicam Brand Asset Valuator study of Israel’s brand in America (BAV, started in 2004), and the 2005 Brand Israel Group’s (BIG) Focus Groups on Israel’s Brand in America, conclusively support this disappointing conclusion. This has happened because, for more than 30 years, those who are engaged in pro-Israel communications have let the media’s preoccupation with conflict and politics—as well as the pro-Israel community’s own preoccupation with the same—define Israel."