ISRAEL: A FUTURE AT RISK ! BRIDGING THE GREAT DIVIDE!

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When most Americans think about Israel, their perception is!

2 !

3 !

Conict-Ridden

Ultra-religious
3 !

Not like us!

4 !

While the reality is!

4 !

Decency

Diversity

Creativity

Vibrancy

Spirit

5 !

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Thats why a new generation of Americans do not relate or connect to Israel.!

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Young People!

7 !

Women!

8 !

Democrats!

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Minorities!

10 !

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We need to understand the new American demographics.

Why they dont care about Israel.!

To help them to connect.! Or Israel is at risk of losing the next generation of Americans.!

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BRAND ISRAEL GROUP!

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! Mission! ! To ensure that mainstream Americans have a connection to Israel.! ! Approach! ! Develop systematic research-based strategy, plans and programming.!

What Youre About to See!

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! Formative Research - Segmentation Study Findings! ! Resultant Communications Strategy! ! A New Communications Approach: Creative Work! ! Research Results on Creative Approach! ! Multimedia Marketing Program!

Formative Research!

Segmentation Study Objectives!

15 !

! Explore perceptions of Israel among all key demographic groups.! ! Identify barriers that prevent them from relating to Israel.! ! Ascertain which strategic communications approaches can help overcome

these barriers.!

Segmentation Study: Overview of Findings!

16 !

! Firm, but small and well-dened, base.! ! While theres general good will across segments, it is fragile and lacking in depth.! ! Large segments are at risk. They represent a signicant portion of the population, reect

the demographic future of the country and include key sources of inuence. !
! For the at risk groups, this is not about being pro-Israel or pro-Palestinian. This is about

their relationship to Israel, and we risk losing them -- to indifference, to alienation or to being negatively branded.!
! At-risk groups are fundamentally different in outlook, values and style of engagement from

core supporters.!
! Many of the things that our core group likes to hear and say actually alienate the at risk

groups. We need to say something different and say it in a very different style to expand our reach.!
! Fortunately there is an approach that resonates with these groups, and the themes that

connect are consistent across all groups, including our base.!

Overall Data Looks Positive, But National Numbers Dont Tell the Whole Story!

17 !

GEN POP !

Israel is one of the good guys ! Israelis are creative and innovative ! Israelis are admirable ! Israelis are like us ! Israelis maintain high moral standards! Israel protects human rights !

67 ! 67 ! 65 ! 57 ! 56 ! 48 !

They Mask The Great Divide: At-Risk Vs. Core!

18 !

At-Risk !
PE ! Women ! Dem ! Col ! 18-29 ! GEN POP ! 60+ !

Core !
Rep ! Men ! Jews !

61 ! 82 ! 70 ! 69 ! 39 ! 34 !

63 ! 65 ! 64 ! 50 ! 55 ! 44 !

60 ! 66 ! 61 ! 52 ! 51 ! 40 !

59 ! 47 ! 49 ! 51 ! 52 ! 42 !

57 ! 48 ! 51 ! 42 ! 57 ! 39 !

67 !
One of the good guys !

83 ! 81 ! 77 ! 69 ! 65 ! 59 !

72 ! 67 ! 66 ! 60 ! 64 ! 57 !

71 ! 69 ! 66 ! 63 ! 57 ! 52 !

96 ! 94 ! 95 ! 88 ! 92 ! 89 !

67 !
Creative and innovative !

65 !
Are admirable !

57 !
Are like us !
Maintain high moral standards !

56 ! 48 !

Protects human rights !

Only Points of Consistency: Ultra-Religious and Intolerant!

19 !

At-Risk !

Core !
Col ! 18-29 ! GEN POP ! 60+ ! Rep ! Men ! Jews !

t
PE!
54 ! 31 !

Women !

Dem !

75 ! 16 !

72! 20!

82 ! 24!

82 ! 22 !

Israelis are ultra-religious ! Israelis are accepting of alternative lifestyles !

74 ! 21 !

74 ! 26 !

78 ! 16!

72 ! 26 !

50 ! 76!

Divide Leads To Growing Neutrality!

20 !

At-Risk !
PE! Women! Dem! Col! 18-29! GEN POP! 60+!

Core !
Rep! Men! Jews!

37! 36! 27!

35! 58! 7!

24! 66! 8!

29! 62! 8!

24! 64! 8!

36!
Support Israel!

54! 39! 5!

48! 49! 2!

38! 53! 8!

83! 16! 1!

Support Neither!

55! 7!

Support Palestinians!

How Americans Are Segmented with Regard to Israel!

21 !

Unreachable! 8% !

AT-RISK MIDDLE ! 70% !

Core Support! 22% !

10% !
Very critical,! Support neither, ! + Interested !

34% !
Support neither + ! Low interest !

26% !
Soft support + ! Low interest!

Conicted !

Disengaged !

Well-Intentioned !

Understanding At-Risk Groups Dynamics at Play!

22 !

Unreachable! 8%!

AT-RISK MIDDLE ! 70%!

Core Support! 22%!

College! High School! Democrat! 18-29! African Americans! Asians! Hispanics!

Barriers to Engagement: Know Little, Care Less!

23 !

Unreachable!

AT-RISK MIDDLE !

70%!

Core Support!

8%!
1. Irrelevance! Dont know anything about Israel! (28)! Are not interested in the conict (53)! 14!

10%!
Conicted!

34%!
Disengaged!

26%!
Well-Intentioned!

22%!

11!

40!

46!

1!

20!

27!

74!

65!

2!

No interest in the conict, and we havent engaged them at any other level.!

Barriers to Engagement: Israelis Not Like Me!

24 !

Unreachable!

AT-RISK MIDDLE !

70%!

Core Support!

8%!
1. Irrelevance! 1. Irrelevance! 2. Alien! 2. Alien! Israelis not like me Israelis are not like me (41)! (41)! People are cool People are cool (52) ! (52)! People are admirable! People are admirable ! (65) ! (65)!

10%!
Conicted!

34%!
Disengaged!

26%!
Well-Intentioned!

22%!

50! 50! 28! 28! 36! 36!

66! 66! 28! 28! 41! 41!

54! 54! 38! 38! 47! 47!

41! 41! 53! 53! 71! 71!

16! 16! 81! 81! 97! 97!

Dont understand who the people are and therefore dont empathize with them.!

Barriers to Engagement: Questions Israelis Moral Standards!

25 !

Unreachable!

AT-RISK MIDDLE !

70%!

Core Support!

8%!
1. Irrelevance! 2. Alien! 3. Question Morality! Israel protects human rights (48)!

10%!
Conicted!

34%!
Disengaged!

26%!
Well-Intentioned!

22%!

15!

22!

31!

50!

83!

Questions about morality further distance at-risk groups from the Israeli people/state.!

Barriers to Engagement: Uncomfortable with Taking Sides!

26 !

Unreachable!

AT-RISK MIDDLE !

70%!

Core Support!

8%!
1. Irrelevance! 2. Alien! 3. Question Morality! 4. Discomfort with Taking Sides! Its not clear whos right or wrong anymore (60)!

10%!
Conicted!

34%!
Disengaged!

26%!
Well-Intentioned!

22%!

61!

75!

77!

58!

27!

Dont want to be asked to support something they are not connected to.!

Given These Barriers, There is a Growing Neutrality!

27 !

Unreachable!

AT-RISK MIDDLE !

70%!

Core Support!

8%!
Lean Towards! Israeli Side! (36)! Neither (55)! Palestinian Side! (7)! ! 19!

10%!
Conicted!

34%!
Disengaged!

26%!
Well-Intentioned!

22%!

8! 89!

4! 91!

46! 54!

100! !

81!

4!

Implications on Communications!

28 !

Unreachable!

AT-RISK MIDDLE !

Core Support!

8%!

70%!

22%!

Summary! The majority of the country is now in the middle.! At-risk groups are disengaging from Israel, not adopting a pro-Palestinian position.! This isnt an election Americans can choose neither side. And if they do, Israel loses.!

Goal of Communications! Cannot solely be support, as a signicant percentage of our target audience does not care about the conict.! Should be to elevate perceptions of Israel/Israelis.!

Measure of Success! Effectiveness in reversing neutrality.!

Tested Alternate Communications Approaches: Narrative Outperforms Political Argument!

29 !

STATUS QUO APPROACH! Rooted in ARGUMENT!

! Israel faces threats from well-

NEW ALTERNATIVE! Rooted in NARRATIVE!

! Fair and decent society ! ! Not perfect, but a work in progress! ! Strive to make their country, and

armed enemies ! ! Israels destruction is the clear objective of Israels enemies! ! Fighting against the the people who danced in the streets on 9/11!

the world, a better place! ! The creative spirit of the Israeli people! ! Modern, diverse, open society!

versus!
PRO-PALESTINIAN NARRATIVE!
! Israel de-facto apartheid state! ! Discriminatory, undemocratic

country! ! Palestinians isolated, mistreated, restricted!

Narrative Outperforms Political Argument, Particularly Among At-Risk Groups!

30 !

STATUS QUO APPROACH! Rooted in ARGUMENT!

! Israel faces threats from well-

NEW ALTERNATIVE! Rooted in NARRATIVE!

! Fair and decent society ! ! Not perfect, but a work in progress! ! Strive to make their country, and

armed enemies ! ! Israels destruction is the clear objective of Israels enemies.! ! Fighting against the the people who danced in the streets on 9/11!

the world, a better place! ! The creative spirit of the Israeli people! ! Modern, diverse, open society!

versus!
PRO-PALESTINIAN NARRATIVE!
! Israel de-facto apartheid state! ! Discriminatory, undemocratic

Narrative widens our advantage over Palestinian narrative.! Gen. Pop. Hispanics ! College students +10! +31! +39!

country! ! Palestinians isolated, mistreated, restricted!

Narrative Provides Context and Builds the Relationship!

31 !

GENERAL POPULATION !

More open! Care more!

35% ! 30% ! 23% !

PE! Dem! Col!

We need to build a relationship with Americans by creating openness and caring. !

Support Israel more!

Women!
More open! Care more! Support Israel more!

18-29!

36! 31! 23!

22! 20! 8!

35! 28! 21!

41! 33! 24!

31! 28! 21!

These are necessary steps that cant be skipped in the quest for support. !

Goal of Communications: To Connect, Not Persuade!

32 !

Current Goal!
Asking for support, without rst building relationships! Fact-based!
Rightness of cause ! Undermining, de-positioning of

Recommended Goal!
Laying the groundwork by creating a connection! Emotional!

Dene human face! Create empathy! Values, fairness, decency! Creativity, productive energy! Indomitable nature, cutting edge, unexpected coolness! Complexity, struggle, vulnerability, moral commitment!

the enemy! Defending and explaining actions!

A New Communications Approach: Creative Work

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Qualitative Research!

Qualitative Focus Group Research!

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1.

Ingoing strategic direction is spot-on:! Pervasive misperceptions about Israeli society ultra-religious and militaristic! Preclude Americans from relating to Israel/Israelis! Create connection by showing the human face, not by advocating! Narrow focus on religion and conict carries with it negative perceptions. Its important to:! Avoid reinforcing negative stereotypes! Show elements of Israeli life that dispel these misperceptions! To overcome misperceptions and create connection, communicate about:! Israeli society! Individual Israelis! Identied campaign resonates with all at-risk groups: ! Genuine openness to a broader perspective of Israel/Israelis! Recognition that they dont get full picture from the media! Belief in the authenticity of what they were being shown!

2.

3.

4.

Quantitative Research!

Campaign Has Strong Impact on Overall Image of Israel ! Works Across All At-Risk Audiences!
% With Positive Image of Israel Pre Post Campaign !

44 !

95%! 80%! +43!

+28!
76%!

+45!

66%!

67%!

+57!
37%!

+30!

+23!

31%!

+26!
9%!

+15!

Total At-Risk Middle!

Conicted!

Disengaged!

Well Intentioned!

Campaign Boosts Image of Israelis Humanizing Them While Combating Ultra-Religous Image!
% Strongly Agree Attribute Describes Israelis Pre Post Campaign!
Pre-Post Campaign!

45 !

+24

+23

+21

+21

+21

+20

+20

+17

+15

+14

+6

-2

-11

Post Campaign !

Pre-Campaign !
Fun loving Are innovative Creative Are Are warm admirable and caring Have diverse/ different points of view Like me Are cool Are fair and decent Are tolerant Maintain high moral standards Are arrogant Ultrareligious

Campaign Also Boosts Positive Perceptions of Israel Reversing Sentiments About Conict and War!
% Strongly Agree Attribute Describes Israel Pre Post Campaign!
Pre-Post Campaign!

46 !

+30!

+26!

+25!

+17!

+12!

+9!

-22!

-24!

paign ! m a C t Pos

Is vibrant

Is culturally diverse

Is modern

Is a good place to travel

Has a strong democracy

Protects human rights

Is war-torn

Is dominated by conflict

Campaign Increases Level of Caring About Israel/Israelis !

47 !

% Care About Israel/Israelis After Seeing Campaign !

86%!

89%!

+6!

95%!

+16!
62%!

78%! 69%!

+17!

55%!

+28! +11! +9!

27%!

+17!

+6!

Total At-Risk Middle!

Conicted!

Disengaged!

Well Intentioned!

Campaign Increases Support of Israel!

Shift in Alliance In Israeli-Palestinian Conict!
Lean Palestinian side! Do not lean towards either! Somewhat Lean Israeli side! Strongly Lean Israeli side!

48 !

+11!

+27! +14! +18! +14! +8! +4!

Total At-Risk! Middle!

Conicted!

Disengaged!

Well Intentioned!

Campaign Moves Critical Obama Voting Block! On All Key Metrics Including!

49 !

Minorities!
Pre! Post!

Democrats!
Pre! Post!

18 34 Yrs Old!
Pre! Post!

Women!
Pre! Post!

% Positive Image of Israel!

Total! Very!

25! 3!

79! 27!

27! 5!

79! 32!

28! 7!

79! 29!

36! 6!

84! 36!

A Shift Toward Stronger Support of Israel!

Shift in Alliance In Israeli-Palestinian Conict!
Lean Palestinian side! Do not lean towards either! Somewhat Lean Israeli side! Strongly Lean Israeli side!

50 !

+11!

+16!

+16!

+14!

+14!

+14!

+10!

+17!

+12!

+12!

Total At-Risk! Middle!

Minorities!

Democrats!

18-34 Yrs Old!

Women!

The Campaign Not Only Connects Americans to Israelis It Reverses Existing Momentum!

51 !

Status-quo Communications ! Growing Neutrality !

Unreachable! 8%!

AT-RISK MIDDLE! 70%!

Core Support! 22%!

New Approach!

Openness

! Caring

Support!

CHANGING PERCEPTIONS: Before Exposure to the Campaign

52 !

Q17: In the blanks spaces below, please list the three words you would use to describe Israelis. OPEN END "

CHANGING PERCEPTIONS: After Exposure to the Campaign!

53 !

Q21: In the blanks spaces below, please list the three words you would use to describe Israelis. OPEN END"

Marketing Program

54 !

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Media Elements

62 !

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63 !

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65 !

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66 !

How Can You Help?

If Not Now, When?!

68 !

The future is at risk: core supporters are aging; the emerging coalition are disconnected from Israel and Israelis.! Weve created a way to connect: introducing the human face of Israeli society and fostering emotional connection.! Being Israeli succeeds: makes at-risk groups more open, caring and supportive.! We need to reach out: to connect with 70% of Americans accessible to us, but at risk unless we act.! How can you help make this happen?!

Total Budget!

69 !

Test Markets! Media Costs: ! Production: ! Account Management: Research: ! ! ! ! ! !$2.5! ! 2.0! ! .8! ! .3!

BIG Organizational Budget! Stafng, Travel,! Legal/Financial Support,! General Overhead: !

! 1.0!

Total Budget

!$6.6!

Appendix

Current Plans!

71 !

Were launching in 3 markets:!

Overindexing in the demographics we need to reach.! Learning and rening before launching more broadly.! Looking at alternate spending levels and targeting various demographics.!

In-Market Impact!

72 !

"Last year when the BDS movement hosted their international conference at the University of Pennsylvania, Hillel turned to the groundbreaking research done by Brand Israel Group for guidance. Their ndings laid the foundation for creating the national response and helped us focus on issues that matter most to college students.! Their work also inspired us to move beyond an advocacy approach that would have been lled with facts and gures intended to counter the BDS message. Instead, we created a curriculum for students that transcended the crisis narrative and focused on humanizing Israelis.! The approach has been widely recognized as successful and we continue to use it as the template for connecting college students to Israel. Rabbi Mike Uram, Director and Campus Rabbi, Penn Hillel

In-Market Impact!

73 !

The work of Brand Israel Group (BIG) has signicantly informed our efforts at countering the assault on Israels legitimacy. Their Segmentation Study identied the communications gap between core supporters of Israel and the at-risk middle those who are vulnerable to the messages of delegitimization. It demonstrated the most effective way of reaching the at-risk audiences and insulating them from the delegitimizers. In dealing with incidents across the country in communities, on campuses or in other venues their approach works. By showing the human face of Israeli society and the complexity of the Israeli situation, we have been able to reach critical at-risk constituencies.! David Dabscheck, Deputy Managing Director, JFNA/JCPA Israel Action Network

Qualitative Impressions!

74 !

I thought it was a fear-based society before seeing the ads, but they couldnt have achieved all this if they lived in a fear-based society.! Conicted, Houston

All you read in the media, youre led to think their world is different than ours, this made me see theyre like me.! Well-intentioned, younger, Boston

I always thought only about the conict, but theres a whole other side. Well-intentioned, female, Boston

I am them, they are me. Hispanic, Houston