Queens of the Desert: Destination China
Desert queens head to Far East
Participants of Desert Queen extreme sport challenge to carry Hasbara activities as they take on China
Driving, sailing and teamwork – participants in the Desert Queen challenge have many obstacles to overcome. But this time around they will have an extra challenge to deal with, and it isn't simple – the challenge of Israel's PR.
In the 12 years that the challenge has been held, 4,000 women have joined in expeditions to a wide range of destinations around the globe.
They will now be supporting the Israeli embassy in China with an unconventional method of Hasbara.
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Some 500 participants will carry out PR activity in cooperation with the Foreign Ministry's PR department.
Before they make their way to south China the women will take part in a number of basic PR workshops next month.
They will be briefed about local mentality, culture and messages that need to be shared with the Chinese public and how to present them.
The Foreign ministry is hoping that the 'Queens' will act as good will ambassadors and meet with women's groups and media outlets.
This is the first time that the desert queens will be visiting China, as well as the more exotic southern tip – Yunnan province which borders with Tibet, Laos, Vietnam and Burma.
Empowering experience
Leading the team is a real-life ambassador from the Foreign Ministry and for the first time, the Israeli desert queens will welcome Chinese representatives.The participants will drive through valleys surrounded by snow tipped mountains, cross the Yangtze River, visit the rice terraces and become acquainted with the diverse and fascinating ethnic mosaic of the minority tribes. The challenges will take place between June and November and will each last for ten days and combine off-road driving, treks and extreme activities.
The culmination of this year's challenge will be a meeting between the Israelis and the Niyishi tribe, a matriarchal tribe where women are the tribe chiefs.
"We see this cooperation as an opportunity to give Israeli women the 'keys' to show the world the Israel that you don't get to see," Sigal Yosha Director of the desert Queen challenges explained. "Not just the high-tech or defence aspects but also the empowering experience of 'togetherness' that characterizes Israelis, women's power."
This is not the first time that the Foreign Ministry is cooperating with non-governmental organizations in PR efforts. Recently, El Al announced that its flight crews would join efforts by lecturing at campuses across the US and Canada.
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