The military establishment is planning to launch an advertising campaign against draft dodging. The new project will be unveiled towards Israel's 60th anniversary celebrations this May. Honorable discharge cards that can be used for discounts at universities and commercial stores will be issued to soldiers who have completed their army obligation. "Serving in the army is your entry card into society," said Maj. Roni Stoler, a spokesman for the Israeli army's human relations department. "Whoever serves more, gets more."

A current private advertising campaign includes a statement by Israelis traveling in India, "A real Israeli doesn't evade."