A word blend combines portions of two existing words to make a new word with the potential for new interpretations. For example, getting invited to brunch, as opposed to “breakfast” or “lunch” promises a more informal time structure and, perhaps, a glass of champagne to boot.

Hasbartising is also a word blend that attempts to break free of the limitations of its roots. Hasbartising combines the Hebrew word “Hasbara” (to present the truth about Israel) with “Advertising” (a communication intended to persuade viewers to take some action.) Through combining information with personal action, Hasbartising has the potential to become a new, powerful method to build connection between Americans and Israel.

Traditional Hasbara efforts highlight Israel’s unchallenged status as an oasis of democracy in the Middle East. Often cited are Israeli innovations in technology, medicine and the environment, and Israel’s enlightened treatment of its LGBT, women and Arab citizens. While these positive messages continue to be enthusiastically disseminated by Israel supporters everywhere, the overall community effort has been unsuccessful at stemming one-track media coverage of Israel’s dispute with the Palestinian people. Mention Israel in conversation, and most people, including many Jews, will think of “the conflict” first.

During the last few years, organizations like BlueStar have ramped up the creativity and the volume of disseminating Hasbara-style messages on campus, the internet and on billboards overlooking busy highways. Many Israel supporters have responded positively – grateful that “finally someone is doing something” about Israel’s tarnished image. However, even these high-profile efforts to show the positive sides of Israel have not been able to alter perceptions about Israel for most Americans.

While many people may find the content of these Hasbara messages to be fascinating, they do not know how to use the information in their daily lives or ever. Blunt survey feedback to BlueStar’s public space campaigns have included comments like the following, “Why are you telling me that Israel is a leader in solar technology? What is your goal?…Why am I supposed to care about Israel’s successes? I am not an elected official, so why tell me?”

It may be difficult for some Israel supporters to understand Hasbara’s limitations until they imagine how they might respond with similar disinterest to billboards touting women’s rights in Papua New Guinea, or how researchers in Uruguay have discovered novel uses for recycled automobile tires.

Successful consumer advertising works differently. Whether an ad asks you to purchase a particular brand of toothpaste, or to solicit your vote for a political candidate, or to encourage you to stop smoking, the goal is clear: get the viewer “to take some action.” Changing perceptions is great, but it does not make the cash register ring until the viewer takes an action. Contrary to the fears of many Israel supporters, BlueStar’s initial attempts at Hasbartising show that Americans are ready and willing to take action in their relationship with Israel.

For examples, when we erected a billboard in downtown San Francisco showing five young women walking down a fashionable, tree-lined street in Tel Aviv combined with the words, “Visit Israel,” we heard feedback like, “Why not? I never considered it before,” and “Who knew Israel had trees?” and “I didn’t know that they were outdoor cafés in Israel.” No one needed to think beyond the easy-to-understand request to “visit Israel” about our motives or goals for the campaign. People understood the call to action as they took in the simple everyday scenes showing an unfamiliar Israel, one with shopping streets, green trees and women in skirts.

On campuses challenged by anti-Israel activity, BlueStar now uses the Hasbartising approach to promote “Study in Israel.” We highlight the same images of diversity, democracy and normalization in a way that no one questions our motives or asks us “why are you telling me this information?” The ads simply asks undergraduate students to take action and go to Israel for their year abroad. While we do not expect that the majority of students will take us up on our offer, everyone who sees our ads understands the invitation and is likely to surprised by how desirable a year in Israel might be.

Future Hasbartising campaigns are only limited by imagination and budget. Informal feedback to BlueStar’s Hasbartising pilot efforts has demonstrated that the approach connects Americans to Israel far more successfully than traditional Hasbara. While BlueStar understands that Israel supporters will never be able to compete with well-financed advertisers like Coca Cola and Nike on national campaigns, carefully directed Hasbartising can inoculate viewers against anti-Israel media coverage while favorably changing perceptions.

Ben May
Noble Calling
Orlando, Florida USA

Until then we will endure this absurdity: the children of Arab migrants and squatters spinning a “Palestinian” identity out of thin air, while Israelis tie themselves up by refusing to connect their new “brand” the the Jews who lived here before.

Notice how Israeli hasbara always stops short at the Holocaust. As if there is nothing before, no previous connection to this land.

No wonder more and more people believe the Palis are the authentic residents of this place. There is nothing more inauthentic than an Israeli “brand” self-consciously scrubbed of any overt Jewishness.