2026-05-19 11:23:PM <br/> Tags: #AmericanJewry #organization #Lobby ![[image-283.png|302|297x297]] # The Israel Project (TIP) (2002-2019) - The Israel Project (TIP) was a Washington D.C.-based 501(c)(3) nonprofit organization that used polling, message crafting, and media relations to advocate for Israel and promote Israeli interest in the United States.[^1] - The Israel Project was founded in 2002 and ceased operations in 2019 due to funding shortages. - The Israel Project had primary offices in both Washington D.C. and Israel. - The Israel Project has been described as "a revolution in [[Hasbara]]."[^6] #### Activities - In 2002, the Israel Project partnered with the [[American Jewish Committee (AJC)]], the [[Jewish Federations of North America (JFNA)]] and [[Larry Weinberg]]'s Israel21C on a nationwide pro-Israel advertising campaign.[^5] - As part of the campaign, the [[American Jewish Committee (AJC)]] financed Israel Project polling of American sentiment regarding Israel/Palestine. - The Israel Project's polling was the catalyst for a seven figure advertising campaign promoting Israel as a democracy that held American values. - In a 2007 interview in *[[Hadassah|Hadassah Magazine]]*, TIP founder and president Laszlo Mizrahi explained that TIP runs "campus outreach training programs in Washington, New York and Israel to develop dozens of great campus helpers."[^6] - In the same interview, Mizrahi was asked "why doesn't Israel have better [[Hasbara]]," to which she answered that although there are "many good people working on hasbara today... Israel's entire budget for hasbara is only $8 million. That includes resources for some 100 embassies and consulates around the world. It simply is not enough." *Mizrahi openly discusses her loyalty to the interests of Israel while leading an American nonprofit dedicated to creating Israeli propaganda.* - A signature TIP program called "intellicopter tours" consisted of bringing journalists on helicopter flights around Israel for the purpose of showing how small the country is.[^6] - The idea for the tours, according to TIP founder and president Laszlo Mizrahi, came from president [[George W. Bush]]'s famous helicopter ride with Israeli general and future prime minister [[Ariel Sharon]] in 1998 while Bush was governor of Texas.[^7] - Bush's helicopter trip which inspired TIP's intellicopter tours, was sponsored by the [[Republican Jewish Coalition (RJC)]].[^7] - In March 2013, shortly after Josh Block took over as CEO, TIP launched *The Tower Magazine*, an "online long-form journalism publication devoted to Middle East and Israel issues."[^3] - The founding editor of *The Tower* was Israeli-American writer and editor David Hazony, older brother of [[Yoram Hazony]]. #### 2009 Global Language Dictionary (GLD) *This section is very long and much of it is simply quoting the Global Language Dictionary. In other cases this would be excessive and somewhat over-done, but I find the GLD to be worth breaking down. I highly recommend looking through the GLD yourself and spotting all the pro-Israel talking points you've heard so many times.* - In 2009, TIP commissioned American Jewish pollster and consultant [[Frank Luntz]] to create a report on the best [[Hasbara|language to promote Israel]], encompassing all aspects of politically sensitive pro-Israel messaging. - Luntz explains why he cares so much to create the handbook: "I never want our [Jewish] children to live through what my family and yours lived through in the Holocaust." *This statement can be found on page 18.* - The 116 page report, titled "The Israel Project’s 2009 Global Language Dictionary," was leaked to the press shortly after its completion.[^1] - The report was intended to arm Jewish organizational leaders and media figures with the most disarming, convincing, and proven language to promote Israel to an increasingly Israel-critical public. --- - Relevant insights from the Global Language Dictionary (GLD):[^2] *Next to each bullet is the page it can be found on.* - The GLD opens with a statement from The Israel Project: "On behalf of our board and team, we offer this guide to visionary leaders who are on the front lines of fighting the media war for Israel." *3* - The GLD tells readers to approach the public "showing that you care about peace for Both Israelis and Palestinians and, in particular, a better future for every child. Indeed, the sequence of your conversation is critical and you must start with empathy for Both sides first." *4* - "Clearly differentiate between the Palestinian people and Hamas. If it sounds like you are attacking the Palestinian people (even though they elected Hamas) rather than their leadership, you will lose public support." *5* - "The most effective way to build support for Israel is to talk about “working toward a lasting peace” that “respects the rights of everyone in the region.”" *7* - "Be careful of your tone. A patronizing, parental tone will turn Americans and Europeans off. We’re at a time in history when Jews in general (and Israelis in particular) are no longer perceived as the persecuted people. In fact, among American and European audiences—sophisticated, educated, opinionated, non-Jewish audiences—Israelis are often seen as the occupiers and the aggressors. With that kind of baggage, it is critical that messages from the pro-Israel spokespeople not come across as supercilious or condescending." *7-8* *The subtle wording of the handbook reveals so starkly that it was written for the global Jewish nation, a nation that views itself as entirely separate from the Americans they live amongst. This is evident when the handbook references American audiences as if they are a foreign one.* - "Draw direct parallels between Israel and America—including the need to defend against terrorism. From history to culture to values, the more you focus on the similarities between Israel and America, the more likely you are to win the support of those who are neutral." *10* - The GLD then urges Jews and Israelis to repeat the words "democracy," "freedom," "security," and "peace," "as often as possible because they resonate with virtually every American." *10* - "The fact is that Evangelical Christians are more supportive of Israel and Israeli policy than almost any other subgroup in America—and sometimes even more supportive than liberal Jews. The primary reason for this is that their religion tells them to do so. You can speak about God to these groups (approximately one fourth of America) but do not extend your comments about religion beyond that." *12* - "Remember, your goal in doing interviews is not only to answer questions—it is to bring persuadable members of the audience to Israel’s side in the conflict. Start by acknowledging their question and agreeing that both sides – Israelis and Palestinians – deserve a better future. Remind your audience that Israel wants peace. Then focus on shared values. Once you have done this you will have built enough support for you to say what Israel really wants..." *12-13* - The GLD provides a "simple batch of questions to keep in mind" including: *14* - “How do I make peace with a government who wants me dead?” - “How do I make peace with a population who is taught these words – taught to hate Jews, not just Israelis – from the moment they are born?” - “Why is the world so silent about the written, vocal, stated aims of Hamas?” - The GLD then provides a poll of where voters get Middle East coverage, with TV news being the number one source. *15* - The GLD commenting on the poll: "Pro-Israel leaders need to make sure that solid and “TV-worthy” stories are pitched and delivered to the media on a regular basis." *The GLD was published in 2009; in the present day social media is the obvious target for pro-Israel media saturation.* - "Look for opportunities in every TV debate or interview to concede a point to the interviewer or debate partner. It doesn’t have to be a major point. The point isn’t to undermine some essential plank of Israel’s foreign policy platform. But the simple words “you make a good point” do wonders among an audience." *16* - The GLD's second chapter offers "a glossary of words that work" including: *19-21* | Word | Stated Impact | | ------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Accountability | "Stop using “confidence-building measures” and start using “accountability” to describe what’s needed most within the Palestinian government(s)." | | Building | "Never talk about “giving” the Palestinians something. It sounds too paternalistic. Instead, talk about “building” because it suggests a step-by-step, layer-bylayer improvement in conditions. Giving reminds people that you’re in the stronger position and that creates more sympathy for the plight of the Palestinians." | | Children | "As often as possible, make the stakes of achieving peace about providing a future for both Palestinian and Israeli children." | | "Deliberately firing rockets into civilian communities" | "Combine terrorist motive with civilian visuals and you have the perfect illustration of what Israel faced in Gaza and Lebanon" | | Economic Prosperity | "Whenever Israel talks about the “economic prosperity” of the Palestinians, it puts Israel in the most positive light possible." | | "If...If....If...Then" | "Put the burden on Hamas to make the first move for peace by using If’s (and don’t forget to finish with a hard then to show Israel is a willing peace partner). “If Hamas reforms… If Hamas recognize our right to exist… If Hamas renounces terrorism… If Hamas supports international peace agreements… then we are willing to make peace today.”" | | "Peace before political boundaries" | "This is the best phrase for talking about why a two-state solution isn’t realistic right now." | | Prevention | "With respect to Iran, this is your best word for the overall approach to their quest for nuclear weapons. Not “preemption.”" | | Working toward a solution | "This suggests positive intent. This suggests progress. This suggests hope. And all three are important components of a successful communication effort." | - The GLD references a poll showing 78% of Americans support a two-state solution. - The GLD follows this revelation with "So when you’re talking to Americans, you need to know that when you don’t support a two-state solution you risk having a major public relations challenge in America and Europe." *22* - Chapter three of the GLD covers "how to talk about Palestinian self government and prosperity." - The GLD commenting on the source of recommended messaging provided in chapter three: "Here’s the best news: virtually all of the language in this chapter comes directly from Prime Minister [[Benjamin Netanyahu|Netanyahu]] himself. These words are both in line with the Israeli administration’s policy and highly effective. That’s what we call a homerun in America. The challenge now is to get all of Israel’s spokespersons hitting the same notes." *28* *Notice how American Jewish organizational leaders are implicatively described by Luntz as "Israel's spokespersons."* - Regarding proper contrast in language between Palestinians and "Iran-backed Hamas," the GLD states: "For now, your rhetorical quarrel needs to be with Hamas, not the people of Palestine... This chapter is about how to talk about Iran-backed Hamas, but we must stress again that they are two very different sides of the same Gaza coin to the public– so you need to keep both language approaches in mind, and know when to use each. The big picture approach is this: You must isolate Hamas as: *33* - A critical cause of the delay in achieving a two-state solution - The biggest source of harm to the Palestinian people, and - The reason why Israel must defend its people from living in terror" - *We saw this messaging delivered constantly during the post October 7th [[Gaza War]]. How many times did advocates of Israel claim "Hamas is stealing the food" or other similar lines?* - The GLD supplies "useful language tricks to make the contrast [between Hamas and the Palestinians] really Stick" including: *33* - "Buy books, not bombs," - "Invest in jobs, not jihad," - "Invest in food, not fear" - The GLD continues: "Continually establish the connection between Iran and “Iran-backed Hamas” and “Iran-backed Hezbollah.” Doing so will help you continually remind the audience of the threat presented by Iran – a reminder they need." *37-38* - Chapter five of the GLD is titled "The Language Tackling a Nuclear Iran." *39* - The chapter opens by diplomatically calling Americans and Europeans ignorant and simple-minded regarding "just how great and immediate" the problem of Iranian nuclearization is. - The GLD cites "war-weariness" following the [[Iraq War]] for American's "hazy understanding about how near Iran is to being able to strike." *39* *This was written over 17 years before the United States and Israel attacked Iran in 2026 over the same phantom Iranian proximity to a nuclear bomb.* - The GLD advises readers to "appeal to the *global* interest in keeping Iran non-nuclear. An important emphasis for prevention in Iran is that *the whole world* stands to benefit from keeping Iran from obtaining the ability to strike with nuclear weapons. If the argument is just about protecting Israel, then the need for prevention is easily dismissed. That sounds more like Israel is just looking out for itself and its position as the most militarily powerful nation in the region." *40* *How many times during the 2025-2026 conflicts in Iran did its top advocates use this very technique?* - The GLD then explains how to sell war in Iran to a global audience: "Note the importance of describing attacks as “*militarily target nuclear facilities.*” To Americans, Israel has no right or reason to attack Iran or kill Iranian civilians. But, as a last resort, there is some support for directly and precisely targeting Iran’s facilities for making nuclear weapons." *41* - The GLD then provides polling data displaying American voter's "greatest fear" regarding Iran to be the threat of nuclear weapons. *43* *The supposed Iranian nuclear threat has been the centerpiece of anti-Iran lobbying and coordinated messaging by the Israelis and their American collaborators for decades. It's interesting to see how this messaging is literally crafted for public consumption in reports like the GLD.* - Chapter six of the GLD covers the best language to navigate Israel's military actions in Gaza against the Palestinians. - The report states: "You cannot let the debate over the Gaza War be framed as “who did what first?” argument. Or a discourse on the appropriateness of “proportionality.” It must be framed as something that must be stopped because of the suffering it causes to both peoples... And we mean frame it. You have to start this argument the right way in order to maintain the credibility you need to finish it off." *46* - “It is sad.” - “It is tragic.” - “It must be stopped.” *When you hear this false empathy from supporters of Israel, understand that it, like everything else covered in the GLD, is entirely inauthentic, meant only to gain favor with an authentically empathetic audience.* - Chapter eight covers the best language to defend Israeli settler activity in the occupied territories. *62* - "Talk about “a willingness to negotiate” and “Camp David” in the same sentence." - "Provide specific examples of how Israel has already sacrificed in the name of peace. Over 9,000 Israelis, including 1,700 families, were moved out of Gaza and the Northern West Bank in 2005 – all in an effort for peace. What did Israel get in return? Rockets from Iran-backed terrorists." - "Tell audiences that the settlements weren’t created randomly. They were put on the tops of mountains and in important militarily sensitive areas to provide a security buffer between Israel and her Arab neighbors. Then remind audiences that Israel has faced a full-scale multi-national invasion four times in the past 55 years and that the settlements provide an effective early warning system. Cite the onset of rocket attacks from Gaza after the 2005 pullout as an example of what happens when Israel leaves these areas. Remind them that Israel needs defensible borders and that it would be dangerous to let Iran-backed terrorists control the hills around Israel’s international airport – enabling them to shoot down airplanes with rockets." - "Where possible, make the settlement issue about the larger challenge of achieving a peaceful solution where Arabs and Israelis live peacefully side by side." *63* - The chapter then lists "how not to talk about settlements": *64* - The religious argument - "Quoting from the bible in defense of the current settlements will have absolutely the opposite impact" - The ownership argument - "Some of those reading this document will reject this advice ideologically but to claim that Israel “owns” the land that the settlements are on will cause most listeners to reject everything else you say." - The scapegoat argument - "Claiming that Palestinians and other Arab groups are using the settlement issue to gain political advantage may be correct but it does nothing to legitimize Israeli policy." *Self-stated goal of the GLD to "legitimize Israeli policy." This is striking because the GLD was commissioned by an American organization, and because the policy being legitimized is the most controversial of all Israeli policies (settlements).* - Chapter ten deals with "loan guarantees and military aid." *67* - The chapter opens with the "one and only one argument that will work for Israel (in four easy steps):" 1) As a democracy, Israel has the right and the responsibility to defend its borders and protect its people. 2) Terrorist groups, including Iran-backed Hezbollah and Hamas, continue to pose a direct threat to Israeli security and have repeatedly taken innocent Israeli lives. 3) Israel is America’s one and only true ally in the region. In these particularly unstable and dangerous times, Israel should not be forced to go it alone. 4) With America’s financial assistance, Israel can defend its borders, protect its people, and provide invaluable assistance to the American effort against the war against terrorism. - *Advocates of Israel use rhetorical logic chains to take command of the discourse and force their opponents into weak and/or hard to defend positions. A common first step will come in the form of this question: "does Israel have the right to defend itself?" In the GLD, this "right to defense" is used to demand American tax dollars using the four step chain quoted above. This question, by design, has no winning counter. To deal with it, it must be recognized and flipped back on its user.* - Chapter eleven deals with countering Palestinian arguments in favor of the "right to return" to their pre-1948 homes and villages which are now considered sovereign Israeli territory. *75* - The report lists a series of "rules" for engaging in the right to return debate including: *77* - "Call it a demand. Americans don’t like it when either side makes “demands” on the other. It sounds too strident and uncompromising. Then say “*Palestinians aren’t content with their own state. Now they are demanding territory inside Israel.*”" - "*Mass Palestinian immigration.*” Thanks to 9/11 and the continuing threat of terrorism, Americans are particularly afraid of mass immigration of anyone right now. Comparing the challenges facing Americans in dealing with unrestricted immigration and Israel’s situation will be well received." #RedPill *Luntz adeptly encourages readers to exploit American anti-immigration sentiment "thanks to 9/11" in order to push Israeli interest. This was 2009. More recently, right wing Jews and supporters of Israel have again latched onto anti-immigration popular sentiment to push Israeli interest in the wake of October 7th. Right wing American Jews hide behind the immigration issue to thwart pro-Palestine activism on campuses, to align themselves with the Trump Admin, and to promote a "pro-Western civilization" idea that conveniently backs Israel and its ambitions in the region. From a right wing nationalist view, these types make themselves hard to oppose when they nominally support popular right wing domestic policy. A Jewish congressman like Randy Fine is among the furthest right representatives on immigration. Rep Fine is also the most extreme pro-Israel representative in the House. How can we oppose someone like Fine, who says outwardly great things on immigration, without just calling him Jewish—a low effort argument that loses 90% of the public. To counter someone like Randy Fine, we need a deft understanding of the situation and an ability to elucidate it in an agreeable and serious way.* - The GLD then provides a response to an argument that contrasts Israel's Law of Return, which grants all Jews of the world Israeli citizenship should they seek it, with Israel's opposition to Palestinians who seek to return to their homes: "Anybody who looks at the history of the century will recognize that Jews over the world have been brutally persecuted and hounded because of their Jewish identity, wherever they’ve lived. Unfortunately some sixty years ago, we were witness to the atrocities perpetrated against six million because they had no place to go. The notion there should be a place no matter what where Jews can go for refuge was one of the reasons for the establishment of the State of Israel." *78* - Chapter thirteen covers proper language to deal with the United Nations (UN). *80* - The GLD states: "Since the Left still harbors a strong affinity toward the United Nations, if you must criticize, laughter is the best approach. “The UN is a rather unique organization. Only at the UN could Libya chair the Commission on Human Rights … and Syria chair the Security Council.”" *81* - Chapter fifteen advises readers to constantly invoke Palestinian children and the "culture of hate" they exist in. *83* - The chapter tells readers not to invoke the suffering of Israeli children because "explicit appeals to the heart using the victims of terror simply will not work if they are seen as calculating. If people perceive a deliberate attempt to generate sympathy, you will get none." *84* - The chapter tells readers to, as often as possible, utilize "the tape the IDF compiled of the various Arab news programs and other footage." *The IDF tape shows Palestinian children holding guns and professing anti-Israel slogans. Footage like this is a very common propaganda tool of the Israelis. How many times have we all seen Yahya Sinwar holding the child up with a rifle?* - Chapter sixteen analyses and celebrates President Obama's language regarding Israel and the Middle East. *87* - The chapter opens by stating: "President Obama’s language is so similar to what we have recommended you say for years that he could easily be stealing straight from our playbook." - Chapter eighteen covers pro-Israel advocacy on American college campuses. *99* - The chapter opens: "What follows is a step-by-step approach to build credibility and support. Your task will not be easy, but this document was created to give you the tools to make a real difference... College students and young people in general can smell propaganda from a mile away. If you don’t immediately position yourself as a credible, moderate with compassion and empathy for both sides, your audience will not listen to you." *99-100* - The chapter provides a checklist of talking points: *100* 1. "Above all, talk about peace - If you want to regain the public relations advantage, peace should be at the core of whatever message you convey." 2. "Personalize the conflict - Until we start using language that allows Americans to understand and feel the pain of the average Israeli, Americans just won’t understand and feel the pain of the average Israeli." 3. "Stress the American-Israeli relationship." 4. "You can empathize with the Palestinians even if you oppose their leadership, their tactics and their political goals - We must understand and accept the fact that American youths have sympathy for the plight of Palestinian youths and see their efforts as a struggle for freedom." 5. "Emphasize the rights of Israeli Arabs - Here is a very positive story that Israel has failed to emphasize and does have the potential to change college opinions. Let students know that Israeli Arabs have more rights and a higher stand of living than in any other Middle Eastern country. Let students know that Israeli Arabs are able to vote for Prime Minister and the Knesset and that no other Arab nation has such a long record of democracy." 6. "Don’t argue. Discuss - While Jews make up a bigger percentage of the campus population, the Palestinian students are better informed, more knowledgeable and, most importantly, better able to communicate their beliefs. Worse yet, the pro-Israeli tone is often loud and emotional, while the Palestinian reaction was calm and rational. If you are faced with an overly aggressive foe, use a rhetorical approach." - Appendix IV features propaganda "posters that work" created by [[StandWithUs (SWU)]]. *112* ![[image-284.png]] *Posters featured in the GLD created by [[StandWithUs (SWU)]]* #### Funding and Donors - Donors to The Israel Project include: - [[Charles Bronfman]] - $60,000 from 2003-2012 - [[Harold Grinspoon Foundation]] - $15,000 from 2008-2011 - [[Jewish Communal Fund]] - $660,882 from 2017-2024 - [[Paul E. Singer Foundation]] - $500,000 in 2011 - [[Seth Klarman]] - $7,061,000 from 2004-2015 - [[Harry Weinberg]]'s foundation - $50,000 in 2009[^9] #### Notable Figures - Jennifer Laszlo Mizrahi - Founder and CEO from 2002-2012 - Josh Block - President and CEO from 2012-2019 - Block was formerly director of strategic communications at [[AIPAC]].[^1] - [[Martin Peretz]] - Board member[^4] - Lior Weintraub - TIP vice president and former chief of staff at the Israeli Embassy in Washington D.C.[^8] #### References [^1]: “The Israel Project,” Wikipedia, [https://en.wikipedia.org/wiki/The_Israel_Project](https://en.wikipedia.org/wiki/The_Israel_Project). [^2]: Frank Luntz, _The Israel Project’s 2009 Global Language Dictionary_, The Israel Project, April 2009, [https://www.transcend.org/tms/wp-content/uploads/2014/07/sf-israel-projects-2009-global-language-dictionary.pdf](https://www.transcend.org/tms/wp-content/uploads/2014/07/sf-israel-projects-2009-global-language-dictionary.pdf). [^3]: Nathan Guttman, “New Leader Josh Block Gives Makeover to the Israel Project,” _The Forward_, April 2, 2013, [https://forward.com/news/173737/new-leader-josh-block-gives-makeover-to-the-israel/](https://forward.com/news/173737/new-leader-josh-block-gives-makeover-to-the-israel/). [^4]: “The Israel Project - Nonprofit Explorer,” _ProPublica_, [https://projects.propublica.org/nonprofits/organizations/371472882](https://projects.propublica.org/nonprofits/organizations/371472882). [^5]: Joe Berkofsky, “Pro-Israel Ads Hit the Airwaves,” _Jewish Journal_, October 3, 2002, [https://jewishjournal.com/news/worldwide/6751/](https://jewishjournal.com/news/worldwide/6751/). [^6]: Charley J. Levine, “Interview: Jennifer Laszlo Mizrahi,” _Hadassah Magazine_, January 2007, [https://www.hadassahmagazine.org/2007/01/12/interview-jennifer-laszlo-mizrahi/](https://www.hadassahmagazine.org/2007/01/12/interview-jennifer-laszlo-mizrahi/). [^7]: “Republican Jewish Coalition,” _Jewish Virtual Library_, [https://jewishvirtuallibrary.org/republican-jewish-coalition](https://jewishvirtuallibrary.org/republican-jewish-coalition). [^8]: “Lior Weintraub,” _Israel Hayom_, [https://www.israelhayom.com/writer/lior-weintraub/](https://www.israelhayom.com/writer/lior-weintraub/). [^9]: Jacob Berkman, “That’s Alota Jewish Grants: Weinberg Foundation Releases Its 2009 Grants,” _Jewish Telegraphic Agency_, November 6, 2009, [https://www.jta.org/2009/11/06/united-states/thats-alota-jewish-grants-weinberg-foundation-releases-its-2009-grants](https://www.jta.org/2009/11/06/united-states/thats-alota-jewish-grants-weinberg-foundation-releases-its-2009-grants).