Former Israeli Ambassador Ido Aharoni Aranoff spoke before close to 80 people at an event put on by Canadian Friends of the Hebrew University at Shaarey Zedek synagogue. Gail Asper, who is currently chairing the recently launched Hebrew University International Campaign, and sits on the school’s International Board of Governors, welcomed guests, paying homage to the involvement of her late father Issy, who had laid the cornerstone of support for the University’s ever increasing strength in innovation and entrepreneurship; which are keys to Israel’s reputation as a Start-up Nation, and speak to what want I want to highlight from Aharoni talk focused on improving Israel’s reputation, especially among the younger generation in the United States and Canada.
He started his talk by pointing to the results of a recent comprehensive AI study, conducted by a leading market research U.S. company, which showed that the younger generation’s disdain for Israel is not a result of any deep-seated convictions, suggesting that these students could be open to a better understanding of the conflict and encouraged to take a more positive stance on Israel.
Aharoni Aranoff who was the longest serving Consul General in New York between 2010-2016, is of the view that “Israel must invest heavily and consistently in engaging this demographic through a combination of facts and emotional stimulation. ‘If Israel can execute this properly, it might be able to move the needle in its favor.” .
Aharoni Aranoff notes that Israel views national security through one perspective only, that of military power, and Israel’s political leadership is incentivized to think short term, and that the inward focus had led Israeli society, in his view, to become too self-centered.
Additionally, much effort is wasted trying to influence “hard core haters” who are very unlikely to change their positions. “It is the persuadable who are being neglected, “ according to Aharoni Aranoff.
Aharoni Aronoff believes that the country’s strategy ought to be to provide Israel, with a human face so that people will be able to relate to it, and feel and care about it. Israel has room to grow in the center.
Aharoni maintains that what is needed is for Israel “to share the stories of Israelis and their uniquely creative and inspirational spirits”, and this “cannot be achieved by uniformed men talking about military operations.” He likened the situation to a first date, asking if it would be helpful to list all of your problems in the first hour, expecting the person to come back for a second date. He believes we need to showcase what makes Israel great, and unique, which can help offset the challenges the country faces.
Israel needs to understand the value of opinions and narratives, especially since facts are constantly being challenged and given that many young people have adopted anti-Western sentiment such that they dislike America and hate Israel.
But Ido does not believe in giving up and is of the view that “there is a great deal that the state can do. Aharoni is the founder of Brand Israel, which was founded in 2005, to create a positive image for Israel via culture, art, and academic excellence.
In the article he wrote in the Jerusalem Post, Aharoni gave one example of what Israel could have done. ‘There was a moment, right after , when Israel had an opportunity to cement its own narrative: “The Palestinians don’t want peace and never did. They are the ones seeking conflict, while Israel has demonstrated again and again its desire to make peace.”
As he noted, “This narrative, combined with the massive release of the footage of the atrocities, could have prevented the quick meltdown on social media. But understands the ethical dilemma and need to protect the victims and their families first.
As of now, given the geopolitical circumstances, Aharoni understands that Israel’s attention is focused on the management of the ongoing crisis triggered by . But as Aharoni Aronoff foresees, the day will come “ when Israel will have to invest very heavily, and in an unprecedented fashion, in its own reputation to move the needle among the young.”
Aharoni Aranoff has made some suggestions of what will be needed. ‘Hundreds of delegations of people who matter should be visiting the Jewish state every year”, he wrote in the Jerusalem Post. The country ought to heavily incentivize foreign students to obtain their academic degrees in Israel. Aharoni thinks that the goal of 100,000 students per year is realistic.
‘Israel must develop the world’s best film production rebate program in order to attract foreign productions,” he states.
Regarding branding, he believes one of the best and most recognizable opportunity is the country’s connection to Albert Einstein. As a founding member of the Genius 100 Foundation, Ido has championed the idea of tying Einstein as a brand that emphasizes Israel’s academic excellence, to the Hebrew University of Jerusalem, that Einstein, along with others including Chaim Weizmann, Sigmund Freud, Martin Buber, helped found. Einstein bequeathed the entirety of his intellectual estate and rights to use his image to the Hebrew University. Founded in 1925, the Hebrew University of Jerusalem remains Israel’s leading academic institution, leading the country with the greatest number of international awards and medals, including 10 Nobel Prizes, and a Fields Medal, it is ranked in the top 100 universities globally. Its ties to some of the greatest minds in history serves to reinforce its standing as a world-class centre for academic excellence.
Aharoni Aranoff pointed out the importance of supporting the University’s efforts to do bring students to Israel to study, and to increase the opportunities for partnered research with like Institutions throughout the world. He mentioned having been in a meeting that afternoon with a local Winnipegger, discussing opportunities for engagement with our First Nation Communities, through shared experience and learning about issue of concern to both communities, including those related to water resource management, and security, and food security.
Aharoni Aronoff who is a university lecturer at Touro University and Tel Aviv university, is of the view that “Israel must support Israeli and Jewish organizations that promote soft assets by emphasizing the emotional connection to the country and its people through areas of mutual interest, and those of universal appeal, including sports, culture, and lifestyle.”
He maintains that “Korea, Spain, Ireland, and Singapore,today’s magnates of soft power and tourism, can all serve as sources of inspiration.”
