There is a new wave of Hasbara that is sweeping through Israel, and it does not involve, the politics, the security situation, the "Middle East conflict" or the BDS movement. It is strictly focused on the innovative and creative energy that makes Israel great. At least that is what the focus is, according to Joanna Landau, founder and director of Vibe Israel.
Vibe Israel is self claiming to improve Israel’s global positioning by reaching the public that is not involved in the conversation about Israel, which according to studies performed since 2003, is the majority of the population out there.
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