TalkIsrael sets out to "positively change the conversation" about Israel among Gen Z
TalkIsrael sets out to "positively change the conversation" about Israel among Gen Z
The non-profit is designed to give young influencers the tools to create meaningful conversations about Israel on social media.
A non-profit supported in part by The Adam and Gila Milstein Family Foundation is training the next generation of social media content creators to develop high-quality content that can shine a more positive view of Israel and life inside the country. TalkIsrael, established in January 2023, provides guidance, mentorship, and support to young storytellers to help them reach their potential with programs, boot camps, and access to online experts.
“Instead of creating more content like how IDF is the best military on earth or how we love cherry tomatoes, we're really putting personal storytelling at the forefront of the conversation about Israel,” said TalkIsrael’s Executive Director Elena Yacov. “We're not trying to convince people they have to change their mind and we don't want to preach to the choir anymore. We want to create meaningful conversations about Israel on social media. And to do that, young Americans are interested in the daily lives of Israelis their age: the food, culture, and content that adds value to their lives.”
TalkIsrael works with hundreds of content creators to meet consumers where they are: primarily on video-based networks like Instagram, TikTok, and YouTube. The programs are free of charge for creators who apply and are in partnership with other organizations such as ICYL, IDC, and Israel 21C. Some even support a five-month visit to Israel from overseas where groups of up to 35 participants learn how to edit, film, and promote content.
“We understand that the Gen Zers who scroll TikTok and Instagram today are going to be the future leaders of the world tomorrow,” Yacov explained. “And that's why we think it's so important to invest in social media and to go to meet them where they are.”
Anyone who has been on social media in the days since October 7 can see for themselves the levels of misinformation or anti-Israel sentiment on platforms. For young people, the consequences of this are significant. According to a 2022 study from the Wall Street Journal, 78% of Gen Z teens get news or current events from social media feeds and half of them consume news exclusively on their smartphones. Today, 67% of Gen Z consider Jews “oppressors” and 33% of them think Israel “does not have a right to exist.”
What’s more, the outcries on college campuses have been well-documented: After Qatar became the largest foreign donor to American academia, western campuses have over time become “breeding grounds for anti-Israel and anti-Semitic sentiments.” Today, it can feel overwhelming to try to change the online discourse on the matter, so TalkIsrael is determined to expand its network to reach the teens who otherwise wouldn’t be familiar with Israel at all, with some surveyed even equating the country to just “oil and desert.”
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Adam and Gila Milstein, CEOs of the association Elena Yaacov and Mia Warbiov
(Photo: Bar Cohen)
“We have people who are Olim [new immigrants] and they're talking about their stories, they're talking about the cultural differences that are very funny at times,” she added. “Each person highlights their hobbies or careers… it's really personal things in the context of the things that generally interest younger people. Gen Z like food, culture, lifestyle, music, or sports: all these interesting and multi-dimensional topics that are beyond just the conflict and the politics.”
Yacov is adamant that TalkIsrael doesn’t tell its creators what to say - and that ultimate editorial control remains with the creator. To date, the creators have currently produced and shared more than 900 pieces of content reaching almost five million views on social media - ranging from highlighting cultural differences to exploring parts of the country that otherwise would be overlooked. “Our mission at Talk Israel is to positively change the conversation about Israel among young Americans,” Yacov concluded.
