Want a "Jewish People Member Card"? Enlist to be a public diplomacy influencer

In an unusual initiative, the Ministry of Foreign Affairs is launching a new public diplomacy project that seeks to turn hundreds of thousands of people around the world into active message distributors, paying them based on performance. Under the name "Jewish People Member Card," and in cooperation with the World Zionist Organization, a model has been built that connects diplomacy and social media: the more eyes exposed to the content, the greater the reward.

The goal is ambitious: hundreds of millions of exposures and an improvement in Israel's image globally. The project aims to recruit over 300,000 "public diplomacy ambassadors," with an emphasis on Jewish communities and friends of Israel, to create an "active and authentic distribution network." The scope of the tender is 14.5 million shekels.

The project's economic model is based on payment according to measurable outputs. An "activist" is defined as a registered user who has granted the system permission to monitor their activity. The state will pay the World Zionist Organization a variable rate of up to 0.015 shekels for each new exposure (15 shekels per 1,000 views) starting from the second half of 2026. In 2027, the rate will drop to 8.5 shekels per 1,000 views. For comparison, professional sources note that advertising on Facebook in the USA costs about 45 shekels per 1,000 exposures, and on TikTok about 20 shekels.

To retain activists, the project will use an incentive system. Activists will receive a "member card" and accumulate points based on the exposures they generate, redeemable for entry to heritage sites in Israel, digital benefits, and food vouchers. The project will launch with a three-month pilot in the Tristate area (USA), aiming to recruit 1,000 activists to generate 20 million exposures with a budget of 1.5 million shekels. Further expansion to France and South America is planned for 2026–2027.