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For more than a year and a half, Israel has been fighting a war for its existence. Beyond the horror and shock of the October 7 massacre, Israel has achieved significant military and intelligence successes, on the battlefield. But in the war over global public perception, Israel has failed. From the outset, the front of public diplomacy was abandoned.
Israel is up against ruthless enemies well-versed in propaganda, amplified by a historical backdrop of traditional antisemitism fused with modern anti-Israel sentiment. The gap between military victories and diplomatic failures is staggering. Since the start of the war, Israel has had no national public diplomacy chief. Various ministries handle the task separately, without unified leadership or messaging. We respond rather than initiate and struggle to share the truth even with our friends, let alone counter the lies told to foreign governments.
Jews abroad and foreign journalists regularly approach me for answers regarding Hamas propaganda videos. While some civilian organizations attempt to respond, their limited resources can't compete with the massive state-sponsored efforts of hostile powers, led by Iran. The Palestinians, too, are masters of self-victimization and deception. Meanwhile, those who support Israel are frequently attacked online, and there is almost no response.
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Last week in Rome, a young Jewish man who has been volunteering with the hostage families since the war began, approached me in despair. He spoke of a torrent of propaganda and how every word uttered by an Israeli politician is twisted to vilify Israel and undermine its legitimacy.
"We asked for counter videos, position papers, presentations to refute Hamas' lies," he said. "We got nothing." His bitterness was palpable: "We are a few, under-equipped, facing masses armed with advanced propaganda machines."
Even in taxis, I heard radio reports criticizing Israel. Global public opinion has long forgotten what triggered this war. The 47-minute film documenting the atrocities committed by Hamas terrorists on October 7 has barely been shown to policymakers, journalists, or influencers around the world.
So far, Israel has spent hundreds of billions of shekels on the war, and the spending continues. But for just one billion shekels, we could transform the battle over global consciousness. Still, Israel slumbers. This failure directly undermines the war effort. Western public opinion, fed by our enemies' lies, pressures governments, which in turn pressure Israel to stop the war, even though our hostages remain in Gaza.
Even the international campaign to free the hostages fails to achieve its purpose. At best, European actors issue generic calls for their return, but take no meaningful action. Worse, they exploit Israel's existential war to "balance" between the hostages and Palestinian suffering, rarely acknowledging the legitimacy of Israel's fight against a threat not only to itself, but to the West as a whole.
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As if Israel's failure in public diplomacy weren't enough, former Israeli generals are actively helping the enemy's narrative. The world doesn't distinguish between Yair Golan and other Israelis. To them, he is a general and party leader. When he claims "Israel kills children for fun," his words are taken as official confirmation of Hamas lies.
This is a massive propaganda assault. Worse still, Golan later clarified that he meant the government, not the soldiers. Unbelievable. In recent months, I've harshly criticized the former pope for his blood libels against us, Golan confirmed the disgrace of his own words. And he's not alone.
Former Prime Minister Ehud Olmert told the BBC this week that what Israel is doing in Gaza is "close to war crimes." Shameful. It's worth recalling that Israel has yet to respond to the false video from the Sdeh Teyman base, which went viral claiming our soldiers "raped" terrorists. A despicable lie, and our response has been pathetically weak.
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We must abandon the term "Hasbara" and shift to an offensive strategy, just like in physical combat. Our arguments are far more compelling than our enemies' lies, yet we barely distribute them. Jews and non-Jews alike crave solid information and receive almost nothing. It is disgraceful.
I know professionals who, from the start of the war, offered to volunteer to fight on the global perception front. In vain. My recent week in Italy left me furious and frustrated. It's extremely difficult for private individuals to break into international media, and given the frustration and desperation of our supporters, I promised to speak out and convey this bleak reality to policymakers.
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I came across a brilliant article by Dr. Daniela Giulia Traub titled "From Defense to Offense: The Fifth Front - The Consciousness Front." After a thorough analysis of Israel's public diplomacy failures, she proposes the creation of a unified authority for consciousness warfare that would consolidate budgets and authority from various ministries.
This entity, designated as the "Fifth Front", would include security, intelligence, marketing, and technology experts. It would take a proactive approach, leveraging advanced technologies like AI and social media monitoring, tailoring messages to target audiences, and ensuring swift responses. It would also coordinate with civilian organizations and influencers. The entire article is worth reading. Dr. Traub should be a part of this new body.
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One final point: it seems Israel has long since given up on Europe. That is a grave mistake. There are still serious forces across the continent eager to collaborate to preserve Western civilization. A majority in the European Parliament recognizes the threats facing the West and understands Israel's crucial role in confronting them.
The harsh statements coming from European democracies did not arise in a vacuum; they were built over time, through a well-oiled propaganda machine operated by our enemies who faced no opposition. The Foreign Ministry's recent strong response under Gideon Sa'ar offers a glimmer of hope. But shamefully, Israel continues to react instead of lead. Until when?
