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Israel to launch campaign on CNN to boost image in Africa

The decision to work with CNN comes in light of its broadcast potentially reaching more than 475 million households and hotel rooms around the world.

by  Ariel Kahana
Published on  11-29-2019 13:06
Last modified: 11-29-2019 13:31
Israel to launch campaign on CNN to boost image in AfricaGPO/Kobi Gideon

Prime Minister Benjamin Netanyahu speaks with Kenyan President Uhuru Kenyatta | Photo: GPO/Kobi Gideon

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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.

Despite the network being repeatedly criticized by Israel over alleged bias, several Israeli ministries have hired the network to produce promotional videos with a focus on how Israel has helped the residents of the continent.
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Apart from airing the videos, CNN will also launch a special portal to allow users to explore the various Israeli projects in Africa, particularly in agriculture, medicine, and energy.

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.

Tags: africaCNNIsrael

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