"The Israeli Initiative" launches a comprehensive advertising campaign consisting of hundreds of billboards and Internet banners under the title "Don't give them guns – give them homes"
"The Israeli Initiative" headed by MK Benny Elon, National Union-Mafdal Chairman and Moledet Chairman, this week launches a massive advertising campaign, which seeks to place the solution to the problem of the Palestinian refugees at the center of the political agenda. This is the first ever Israeli campaign to present such a demand, consisting of hundreds of billboards, a comprehensive Internet campaign and an elegant PR booklet, which will be distributed during the first stage to thousands of decision makers and public opinion shapers – in Israel, in the USA, in Europe and in Arab countries. The campaign also includes extensive involvement of Members of the U.S. Senate and Congress and senior officials in Washington. The campaign is costing approximately half a million dollars and is part of "the Israeli Initiative's" wider campaign which is costing millions of dollars.
The billboards' campaign will be entitled "Don’t give them guns – give them homes". The Internet banners are of a satirical nature and portray the leaders of the Israeli left and the Palestinian leaders who similarly, speak agitatedly of the refugee problem, without doing anything. One of the banners portrays the outgoing Chairman of Meretz, Dr. Yossi Sarid, and MK Dr. Ahmed Tibi agitatedly discussing the difficult situation of the refugees over a plate of sushi and another banner portrays Suha Arafat promising to solve the refugee problem, "immediately after the Louis Vuitton sale". Several weeks ago, in an unprecedented move of its kind, a cinema video clip entitled 'The Last Fanatic', produced for the Initiative, was uploaded to YouTube. The video clip is currently one of the most popular clips on YouTube and is arousing numerous reactions of visitors from Israel and many other countries, including Arab countries.
The campaign's strategic adviser, Yuval Porat from Spin – Public Opinion Shapers, explained that "this is the first time in years that a campaign for peace not at the Left's initiative, has been launched in Israel. In recent years, the Israeli Left has succeeded in skilfully controlling the field of PR and public consciousness and has been awarded a monopoly on the concept of 'peace'. Therefore – it is a rare professional challenge – to lead 'a campaign which breaks the consensus', to undermine the basic assumptions which characterize Israeli political thought since 1967, and to create a profound change in the public consciousness. This is also the first campaign in Israel, which seeks to focus on the issue of the refugees and not to ignore it – as both the Right and the Left have been accustomed to do until now. The campaign is not appealing to those who are already convinced, but rather to the Israeli political center, and therefore the campaign speaks 'in a Tel Aviv manner', by its use of humor and advanced media tools".
For further information, contact Nimrod Friedberg at 050-7700212.