Israel launches global green branding TV campaign
Israel Ministry of Foreign Affairs
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 Israel launches global green branding TV campaign

6/21/2012

The State of Israel is, for the first time, launching an international television campaign on CNN to brand itself as a green country which pioneers "green technology". The campaign premiered on Thursday (21 June 2012) at the Rio+20 UN Conference on Sustainable Development.
 

(Communicated by the Prime Minister's Media Adviser)

The State of Israel is, for the first time, launching an international television campaign on CNN to brand itself as a green country which pioneers "green technology". The campaign is the joint initiative of the Prime Minister's Office National Information Directorate, the Environmental Protection Ministry and the Foreign Ministry. This is the first time that the State of Israel has launched an international campaign of this kind.

The campaign premiered on Thursday (21 June 2012) at the Rio+20 UN Conference on Sustainable Development. The conference is the largest of its kind in the world, with approximately 50,000 participants. The State of Israel is being represented by an approximately 70-member delegation, with members from the Government, the private sector and the third sector, and is led by Environmental Protection Minister Gilad Erdan. Prime Minister Benjamin Netanyahu spoke today with Minister Erdan and thanked him for his Ministry's many activities to advance an environmental agenda and for placing the State of Israel at the forefront of green technology.

In the framework of the campaign, "Green Israel" promotional clips will be broadcast adjacent to weather updates on CNN International over the next two weeks.

The broadcasts emphasize the facts that Israel is a leader in environmental technology and that Israeli developments are in use all over the world. For example, Israel is a global leader in desalination with 40% of Israel's drinking water coming from desalination. Israel is also a global leader in the use of recycled water - 70% of Israeli wastewater is recycled and used in agriculture after undergoing a special purification process.

Prime Minister Netanyahu said, "Israel is offering to the world the pioneering green technologies that it has developed. The goal of the campaign is to the show the world Israel's great abilities in the field of green technology."

Environmental Protection Minister Erdan said, "Israel has solutions for the challenges facing the world today, such as the shortages of food and water. The campaign raises the international awareness of Israel as a global leader in green innovation."

The Foreign Ministry notes that it is working to strengthen global agendas as a component of Israel's foreign policy and adds that this policy finds expression in greater involvement in conferences such as Rio+20. Israel aspires to share its knowledge, experience, technology and innovations with the developing world in a spirit of friendship and good neighborliness, and as strategic policy tool pursuant to its foreign policy goals.​

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