The Israeli government has launched a NIS 174 million ($51.8 million) international social media campaign to promote its messaging during the ongoing Gaza war. The six-month effort, which began in June 2025 following the outbreak of Operation Rising Lion in Iran, is scheduled to run through December.
The campaign includes videos featuring Prime Minister Benjamin Netanyahu and the Foreign Ministry, aimed at countering claims of “starvation in Gaza” and reinforcing Israel’s perspective to a global audience.
Key contracts for the campaign were awarded through a tender exemption approved by the Accountant General. Google received NIS 90 million ($26.8 million) and YouTube received NIS 60 million ($17.9 million). X (formerly Twitter) was awarded NIS 10 million ($3 million), while Outbrain and its partner Teads received a combined NIS 14 million ($4.2 million).
According to the Government Advertising Agency (GAA), the exemption was justified by “operational and urgent needs” to conduct targeted campaigns internationally, leveraging digital media outside Israel. The suppliers were selected based on their established infrastructure and expertise in running large-scale information operations, both during routine and emergency periods.
The contracts primarily cover the purchase of advertising space on global digital platforms and include campaigns related to Operation Rising Lion, as well as ongoing government messaging.
The Prime Minister’s Office declined to comment on the details of the contracts.
This campaign marks one of the largest international digital outreach efforts by Israel, highlighting the growing role of social media in shaping public perception and responding to criticism during times of war.