If you watched the midterm election results come in — and if you’re reading Passport, there’s a good chance you did — you likely saw this commercial from The Israel Project. And according to the organization’s president, you’re going to keep seeing the ad for some time.
The commercial, which was arguably the most prominent instance of a foreign policy issue rearing its head on election night, features remarks from Israeli Prime Minister Benjamin Netanyahu and former British Prime Minister Tony Blair interspersed with pictures of smiling children. Both Blair and Netanyahu are quoted lauding the Israel’s democracy and affirming its desire to forge an Israeli-Palestinian peace agreement.
Another ad urged Israel and the United States to work together on developing alternative energy sources, "so that some day, every neighborhood will be free from our dependence on Middle East oil."
Jennifer Mizrahi, the Israel Project’s president, said that the ads started airing during the night fo the midterm elections, and will continue to appear for sometime. The organization bought air time on CNN, Fox, MSNBC, and Comedy Central, among other networks.
"We bought a lot of ads," said Mizrahi. "I don’t know, but I think we were on every break. And we should still be on — it’s a very heavy rotation."
Mizrahi estimated the cost of producing the ads at $50,000. She said that her organization had spent "hundreds of thousands of dollars" on ad time over the past year.
Mizrahi said that the Israel Project decided to buy ads at this time because they knew that they would reach a demographic concerned about national security issues. And she wanted to ensure that, though the election may have hinged on domestic economic issues, the next session of Congress doesn’t neglect the U.S. alliance with Israel.
"[W]e want people in Washington to understand that the holding of the peace process is very important to Israel and to people who care about Israel — that we want these peace talks to move forward," said Mizrahi. "That was the first thing: to show the Israeli prime minister’s commitment to a peace process and a two state solution, and a better future for all."
Blake Hounshell is managing editor at Foreign Policy, having formerly been Web editor. Hounshell oversees ForeignPolicy.com and has commissioned and edited numerous cover stories for the print magazine, including National Magazine Award finalist "Why Do They Hate Us?" by Mona Eltahawy. He also edits The Cable, FP's first foray into daily original reporting, and was editor of Colum Lynch's Turtle Bay, which in 2011 won a National Magazine award for best reporting in a digital format.
Blake joined Foreign Policy in 2006 after living in Cairo, where he studied Arabic, missed his Steelers finally win one for the thumb, and worked for the Ibn Khaldun Center for Development Studies. Blake was a 2011 finalist for the Livingston Awards prize for young journalists for his reporting on the Arab uprisings, and his Twitter feed was named one of Time magazine's "140 Best Twitter Feeds of 2011." Under his leadership, in 2008, Passport, FP's flagship blog, won Media Industry Newsletter's "Best of the Web" award in the blog category. Along with Elizabeth Dickinson, he edited Southern Tiger: Chile's Fight for a Democratic and Prosperous Future, the memoirs of former Chilean president Ricardo Lagos, published by Palgrave Macmillan in 2012.
A graduate of Yale University, Blake speaks mangled Arabic and French, is an avid runner, and lives in Washington with his wife, musician Sandy Choi, and their toddler, David. Follow him on Twitter @blakehounshell.| Passport |