Marketing Israel

At this point, it would be a cliche to say that Israel has a PR problem. It is clear that in many sectors, Israel has lost the battle for hearts and minds. To many, Israel is an illegitimate state built on an original sin and its every action and policy only serves to confirm and reinforce Israel's inherent evil. While some have taken up the challenge of defending Israel, there seems to be little or no strategic coordination, with no central message being promoted.

It is essential to show Israel beyond the conflict with its neighbours. To this effect, numerous groups such as Hillel try appeal to students by promoting Israel as party central, as a vibrant and sexy place full of beaches, clubs, hot women and good-looking men. While it is important to show Israel's modern society, this above approach leaves much to be desired. Some might argue that in might even have the opposite effect, showing Israel to be a high-tech superpower callously dancing in its "bubble" while the poor, oppressed Palestinians are suffering beneath its military boot.

So why does Israel have a marketing problem? I would suggest that it has to do with a Jewish ambivalence about making a strong claim. The "Israel = sex" approach fails because it tries to promote Israel as an alternative to Los Angeles, Brazil or Amsterdam. What is results in is a rather cheapened image that fails to convey Israel's true beauty.

Israel is one of the most unique places on earth. The world's only Jewish state, Israel is an enigma. Fundamentaly, at the core of the current campaign to delegitimize Israel is a burning question asked by Israel-haters, the ignorant public and even many Israelis themselves: "What are Jews doing in the Middle-East?" In order for a true PR victory to be successful, it must address this issue head-on while highlighting Israel's amazing achievements and advancements.

The modern State of Israel has a story unparalleled in the history of humankind. It is a story of love and longing, oppression and faith, courage and heroism. It is the story of a people exiled from its homeland for two millennia while never giving up its dream of returning to its borders. It is the story of an ancient people building a modern state. There is no precedent in the annals of humanity for the survival of a people outside of its land for 2,000 years, and for its subsequent rise from the ashes to come home.

Let the world know that Israel rivals Egypt, Babylonia, Rome, Persia, China and India in terms of antiquity and it has outlasted all of its ancient neighbors. Let the world know that before the Greeks ever produced a lofty deep thought that the Jewish people were already ruled by a Jewish king in the Land of Israel. Let the world know that when Rome was still just a collection of mud huts along the Tiber River, Jewish prophets living in Jerusalem, Judea, Samaria and Galilee were preaching the morals and ethics that form the basis of modern Western civilization.

Let the world know how the Jewish warriors fought like lions against the legions of Rome in defense of their homeland. Let them know that even when the Romans declared that "Judea is vanquished" and built a monumental arch to celebrate their crushing victory other the Jews, these same lowly Jews continued to have faith in their eventual return to Israel. Let them know that for twenty centuries, Jews turned three times a day towards Jerusalem and prayed: "May our eyes behold Your return to Zion in mercy", that every single Passover seder and Yom Kippur fast ends with the fervent hope of "Next year in Jerusalem", that every groom at his wedding pledges that if he should forget Jerusalem, he should forget his right hand.

Let the world know about the brave pioneers to dreamt of a Jewish state in a barren and empty land, who were mocked for their vision. Let them know about the chalutzim who answered the call to ascend to the Land of Israel, who dried out swamps, fought malaria, disease and hostile enemies, and ultimately made the desert bloom. Let the world know that the most fertile, green, blossoming parts of Israel today were nothing but desolate wasteland a mere century ago and would still be but for these courageous Jews.

Let them know of a state that arose out of the ashes of the destruction of European Jewry, a state that took in hundreds of thousands of Jewish refugees from Arab land, a state that saw the ingathering of entire Jewish communities as disparate and far-flung as Yemen, Poland, Russia, Afghanistan, Morroco and Ethiopia. Let them know that the prophetic prediction of the Ingathering of the Exile on eagles' wings is unfolding before our very eyes as Jews continue to answer the call of Zion.

Let them know the story of the few versus the many, of how a ragtag nation of survivors, with G-d's help, overcame the combined armies of 6 nations, of how Israel has paid for every single inch of territory with Jewish blood, sweat and tears. Let them know how despite Israel never having known a single day of peace, it has produced a tolerant, advanced and modern society, how despite the daily attacks on its citizens and survival, it is a world leader in technology, medicine and science.

Let them know the story of Israel. Wow! What passion! What drama! This is the story that the world is waiting to hear.

A Reminder in Time Square

Terror has returned to the streets of America. Despite all of Obama's attempts at outreach, his calls for brotherhood and acceptance, his distancing from Israel, the Islamic hatred for America has not diminished one iota. Obama's best efforts notwithstanding, Islamic jihadists remains as committed as ever to murdering as many American civilians as they can.

Maybe this latest foiled attack will remind Obama of what Israelis face on a daily basis. The same people who launch rockets at schools in Sderot and who detonate themselves up in Israeli cafes tried to blow up Time Square. Israel is threatened from Gaza, Lebanon, Syria and Iran by the same people who America is fighting in Iraq and Afghanistan. As Obama tries to court the Palestinians to the negotiating table, he should remember that they are on the same team as the people who try to wreak havoc, murder and mayhem in the streets of New York.

Obama made it his mission to repair relations with the Islamic world. His first public interview after being inaugurated was with al-Arabiyeh television. He traveled to Cairo to grovel, apologize and make amends with Muslims. He has committed himself to solving the Israeli-Arab conflict, even at the expense of the United State's greatest ally. Obama has publicly flagellated Israel, condemned it mercilessly and humiliated its Prime Minister, without making any demands on the Palestinians, all for the same of without credibility from the Muslim street. He has already managed to extract a settlement freeze on Jewish communities in Judea and Samaria, tied Israel's hands as Iran races closer to the bomb, put the partition of Jerusalem on the map and damaged relations with Israel. Yet, despite all of these attempts at reconciliation and peacemaking with the Islamic world, Islamic jihadists remain committed to bringing down America.

Muslim extremists do not America because of its support for Israel or because of its interventionist policies. Muslims do not hate Israel because of settlements or "the Occupation". Muslim fundamentalists hate America because it is an Infidel society, based on human rights, democracy and liberty. Muslims hate Israel because they see it as an insult in the heart of the Muslim world- a dhimmi people refusing to submit themselves beneath the yoke of Islam. Islamic jihadists are at war with America because it is non-Muslims. They are dedicated to defeating America, regardless of its president or policies. They are dedicated to overrunning Europe (almost a fait accompli at this point) no matter how much Europe tries to appease or accommodate them. They are dedicating to destroying Israel, whatever its borders or size. Simply put, they are driven to wage war in the name of Allah in order to spread the rule of Islam.

Israel is but the first line in the Muslim assault on the West. As the foiled Time Square plot clearly shows, Israel is not the only victim of Islamic hatred and violence. As the well-known saying goes: "First the Saturday people, then the Sunday people." When Obama promises them Jerusalem, he only whets their appetite for Rome and Washington as well. When he makes it seems that a judenrein Middle-East is in the making, Islamic jihadists are encouraged to take the battle to the streets of London and New York. Israel is the canary in the coal mine. Rest assured though, it always begins with the Jews, but never ends with the Jews.

The Safest Place on Earth

Once again, rumours of war are abuzz in the Middle-East. Syria and Israel have begun another round of threat trading, even as Hizbullah rearms, Syria receives new shipments of Scuds and Iran makes alliances with other rogue nations around the world. Iran moves perilously closer every single day to achieving a nuclear bomb with which to wipe the State of Israel off the map, G-d forbid. Tensions are rising as Israel and its neighbours prepare for another war. Despite all of this, Israel remains the safest place of Earth for a Jew.

Around the world, Jews are in a very precarious situation. Anti-semitism worldwide has reach uncontrollable levels with Jews being regularly attacked, synagogues desecrated, Jewish institutions vandalized and an overall hostile attitude towards Jews being the norm. On university campuses on both sides of the Atlantic, Jews are demonized and threatened. Anti-semitism, after going into a brief hibernation following the horrors of Auschwitz, is no longer a taboo. In Europe, decades of liberal immigration policies have transformed the streets of London, Paris and Berlin into those of Riyadh, Marakech and Karachi. The demographic revolution in Europe is irreversible as the continent falls under the domination of the sword and the crescent. The assertive and radicalized Muslim populations in these countries have make clear their desire not to integrate but rather to dominate. They have been waging an intifada against the Jewish populations of Europe, abetted by their leftist collaborators, and this conflict threatens to explode against the Jews at any moment. In the United States, the economy teeters on collapse while the president cynically manipulates the Jewish establishment in a political and diplomatic assault on the State of Israel. This administration intentionally twists the words of its top general to make it seem that Israel- the Jews- are responsible for hatred of America and attacks on American soldiers.

Unfortunately, Jews in the Diaspora may find themselves in mortal danger very soon. The perfect storm is being created- a failing economy, the rise in radical Islam, aided by their liberal allies, as well as a resurgent fascist movement in Eastern Europe, and the return of traditional anti-semitism masqueraded as hostility towards Israel. And yet, do these dangers to Diaspora Jewry not threaten the Jewish state as well?

The first answer is simple: If a Jew must be endangered because he is Jewish, it is best to do so as a Jew in his own Jewish country. It is better to be hated as a Jew while one is living in the Jewish state than to be hated as a Jew living in a foreigner's land.

And what to answer to those who point to the existential danger which looms over the State of Israel? What do we say to those who worry about an Iranian mushroom cloud over Tel-Aviv, G-d forbid? We can point with pride and confidence to the soldiers, air force and army of the State of Israel which are committed to protecting the Jewish people. Yet this answer does not satisfy everyone. What if they fail? How can we trust in planes and tanks?

To this I answer: Do not trust in planes and tanks, but rather in the G-d of Israel. It is inconceivable that G-d would bring His people back from the four corners of the earth, reestablish them sovereign on their own land and lead them victorious through several major wars, only to wipe them out. G-d has a plan for the people of Israel and no harm will befall them. "Behold, the Guardian of Israel neither sleeps nor slumbers!"

Throughout the Torah and Neviim, G-d promises that there will never be a third exile and that He will bring His people back to their land to redeem them. Yes- there are plots against Israel afoot. Yes- Iran is building a bomb. Yes- things looks dark and gloomy. Despite all this, I would rather rely on G-d's word. The Torah guarantees us this. “You will dwell securely in your land; I will provide peace in the land; you will lie down and no one will make you afraid.” May it come speedily in our days.