President Isaac Herzog launched a campaign in collaboration with Meta Platforms Inc on Monday in an effort to make a positive impact on online discourse.
As part of the initiative, entitled "Think Well", celebrities and public figures in Israel share video clips of themselves reading the most hurtful comments they received online.
Offensive words will be censored and overlaid with words of reinforcement, as seen in a video Herzog tweeted of himself.
The campaign echoes President Herzog’s inaugural address in which he said that “words carry incredible power.”
He further called on “leaders to act with responsibility… and resist giving license to hate speech.”
Born out of a commitment to stop cyberbullying, the purpose of the initiative is to expose the harsh reality of Israeli online discourse.
The campaign also seeks to encourage an inclusive discourse on social media.
Upon the announcement of the campaign, Herzog explained that "Think Well" will raise “public awareness about the power of words online,” stressing the importance of “exposing… the pain of reading nasty replies.”
Some participants will specifically address young audiences, sharing tips for youth to stay safe online.
Among those taking part in the campaign are Prime Minister Naftali Bennett, Foreign Minister Yair Lapid, Interior Minister Ayelet Shaked, and other parliament members.
Meta Israel CEO Adi Soffer-Teeni said that the initiative will “spark a discussion and make a clear statement against a phenomenon that has no place on our platforms,” Soffer-Teeni said.
“We have an uncompromising commitment to providing a safe and positive experience for the billions of people using our platforms."