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THE
KEREM ALLIANCE

Changing the Way the World Understands Israel

About Us

Israel is not what the world sees on television or on social media. In times of crisis, nations have two choices: Retreat inward or reshape how they are seen. The Kerem Alliance chooses the second option to present Israel.

For Israel, now is the moment to rebrand. Not as a diversion from its security concerns, but as a strategic necessity. With its image battered following the October 7th attacks and the ensuing war, Israelis are finding themsevles in a position to defend the core identity of thier county: A democratic, diverse, innovative, and morally resilient people.

The Kerem Alliance is focused on restoring Israel’s standing in the world, working as a non-profit organization based in the United States and Israel. The organization is not affiliated with any political party in any of the countries we operate in.

Our mission is solely to help shape public opinion and shift negative views of Israel, by showing how Israel provides value to the lives of people around the world.

about

Rebranding a Complex Nation.

Rebranding Israel doesn’t mean erasing or ignoring contradictions. It means humanizing them. It means showing the world that beyond the headlines and hashtags, Israel is not a monolith. It’s 9 million people. Jewish, Muslim, Druze, Christians, and more. They are religious, secular, progressive or traditional, each living out their story. Together they make up the intrecate fabric of Israeli society.

Rebranding isn’t about converting or silencing die-hard critics. It’s about reaching the movable middle, by telling value-based, emotionally grounded, human stories. By moving the needle, Israel can reconnect with audiences who are drifting, not out of hate, but out of hurt, confusion, and lack of information.

Building Bridges
Strengthening Understanding Reimagining Israel’s Story

Before we try to make a change, we need to understand what does not work for Israel:

Advocacy, lobbying & soft public diplomacy may win policy arguments, but arguments do not change how communities feel

Rapid-response communications answers each crisis then fades with the next news cycle

Official public diplomacy is the government’s voice and the least trusted messenger for sceptical audiences

The Kerem Approach

Before we start a campaign we research how each community we intened to target understands Israel.

We Listen

Once we know our target audiience, we build a story that we know will resonate with them.

We Build The Story

We chose market segments that we know can be strengthened by positive messaging about Israel and utlizes this market's trusted voices

We chose our markets and partners carefully

We need to gauge perception and effectiveness over time; not news cycle

We Measure

Meet the Team

Founding Partner

Ethan Kushner

Ethan is a writer, strategist and marketing executive focused on Israel–Diaspora, US-Israel relations and civil-society–led nation branding. Through the Kerem Alliance, he hopes to counter polarization by advancing a more credible, values-based global conversation about Israel. He is also Chair of American Democrats in Israel, an organization of American-Israeli supporters of the US Democratic Party which reflects Israeli identity with a mission of supporting U.S. Democratic political candidates who ally with Israel. His work explores democracy, identity, and the limits of government-led public diplomacy in an increasingly fractured media landscape.

Founding Partner

Sagi Dagan

Sagi has served in several political advisory roles in the Knesset and as a freelance government relations and strategic communications consultant. These experiences have equipped him with a practical understanding of Israel’s public sector dynamics and the abiltiy to translate complex ideas into actionable policy.

Write to Us:

info@keremalliance.org