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About: Brand Israel     Goto   Sponge   NotDistinct   Permalink

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Brand Israel is a public relations campaign run by the Israeli government to improve Israel's image abroad. By showing Israel's "prettier face", downplaying religion, and avoiding discussing the state's conflict with the Palestinian people, it hopes to counter foreigners negative attitudes towards Israel. The goal of the campaign is to establish Israel as a cosmopolitan, progressive, Westernized and democratic society, contrasting it with the Islamic, homophobic and repressive surrounding nations.