Israel’s Foreign Ministry concludes digital campaign for young audiences — Jerusalem Post

Israel’s Ministry of Foreign Affairs is concluding its five-week UNmasked UN digital campaign, aimed at younger audiences in English-speaking countries. It was planned to conclude during the week of the UN General Assembly and Prime Minister Benjamin Netanyahu’s address at the UN, the Jerusalem Post reports.

Audience in the United States and the United Kingdom

According to the campaign’s data, one of the most prominent age groups among its audience was people aged 25 to 35. The greatest reach was recorded in English-speaking countries, primarily in the United States and the United Kingdom.

Some materials received hundreds of thousands of views, while posts in meme format received up to one million views across all platforms. Israel’s Foreign Ministry views these figures as an indication that the chosen approach helps engage younger audiences.

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The campaign focused on topics related to the work of UN bodies concerning Israel. Its materials explained the activities of UNRWA, the UN Commission of Inquiry, voting procedures, and other mechanisms of the organization that may be unfamiliar to some young users.

Memes, videos, and Ask Grok

To present complex topics, the team used infographics, short videos, memes, and questions to the Ask Grok tool. The campaign’s authors viewed memes not as a replacement for substantive materials, but as a way to draw users’ attention to a further explanation of the topic.

Over five weeks, the campaign covered the portrayal of Israel by UN structures, the accountability of the organization and its officials, UNRWA, the Commission of Inquiry, and UN Secretary-General António Guterres. According to the publication, organizations, international figures, and other media outlets joined the discussion of the issues raised.