With the aim of branding itself as a “green country,” the government has bought
hundreds of 10-second broadcasting spots on CNN International to advertise its
expertise in environmental innovation.
The commercials, which will be
shown in conjunction with CNN weather updates, feature a background slide show
of photovoltaic panels, buds sprouting out of thick mud, a drop of water
spreading ripples through a pool and sprawling wheat fields.
In line with
the images, a man’s voice narrates: “Live Weather Updates, in association with
Israel, pioneering green technology for a better world.”
The campaign was
launched on Thursday to brand Israel as a breakthrough country in green
technology, a joint initiative of the Environmental Protection Ministry, the
Foreign Ministry and the Prime Minister’s National Information Directorate, the
offices announced in a joint statement.
The government coordinated the
launch with the high-level summit of the Rio+20 United Nations Conference on
Sustainable Development, where 66 Israeli delegates joined about 50,000
Prime Minister Binyamin Netanyahu spoke with Environmental
Protection Minister Gilad Erdan on Thursday and thanked him for the ministry’s
ongoing activities to promote an environmental agenda for Israel and for helping
the country to remain at the forefront of green innovation, the ministries
“Israel is offering to the world the pioneering green technologies
that it has developed,” Netanyahu said, in a statement released by his office.
“The goal of the campaign is to the show the world Israel’s great abilities in
the field of green technology.”
The campaign is part of the government’s
effort to make global agendas more integral components of Israeli policy, an
interest that should lead to greater participation in conferences like Rio+20,
according to the Foreign Ministry.
Through these platforms, the ministry
said, Israel can strive to share its knowledge and experience in technology and
innovation to the developing world, and strengthen its friendships around the
“Israel has solutions for the challenges facing the world today,
such as the shortages of food and water,” Erdan said. “The campaign raises the
international awareness of Israel as a global leader in green innovation.”