Israel and the US differ in every possible way – size, culture, politics, language, religion. But we share one desperate crisis: Citizens of each country have lost faith in their nation’s institutions. This trend is longstanding in both, and it threatens the social glue that binds and unifies each country’s citizens. Yet the crisis of broken trust is being dangerously ignored in both countries. 

In the 1960 US presidential campaign, the Democratic Party ran an ad with a photo of the Republican candidate Richard M. Nixon. The caption: “Would you buy a used car from this man?” By a very narrow margin, voters answered “No” and elected John F. Kennedy. JFK won with 34,226,731 popular votes compared to Nixon’s 34,108,157 votes – a margin of only 118,574. The ad proved very effective, focusing on mistrust in what Nixon said and did. It may have been crucial.

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