The Israeli government and CNN will for the first time launch a campaign aimed at presenting the Jewish state to Africa, with the goal of branding it as a force for good in the continent.
The campaign, which cost some 4 million shekels (1.2 million dollars) will run for 3 months and will see hundreds of airings and a flurry of posts on social media.
The decision to work with CNN comes in light of its broadcast potentially reaching more than 475 million households and hotel rooms worldwide, while its internet platforms reaching some 220 million people a month.
"This campaign will help us shed Israel in a positive light and present its great contribution in a variety of fields," the acting director general at the Prime Minister's Office told Israel Hayom.
