{
  "id": 9741485,
  "title": "Foreign Ministry aims at online younger generation in new digital public diplomacy efforts",
  "url": "https://urgent.news/2026/09/25/foreign-ministry-aims-at-online-younger-generation-in-new-digital",
  "topic": "world",
  "section": "World",
  "published": "2026-09-25T09:38:40.000Z",
  "source": {
    "name": "Jerusalem Post",
    "slug": "jerusalem-post",
    "url": "https://www.jpost.com/israel-news/article-909691"
  },
  "original_language": "en",
  "account": "In a recent digital public diplomacy effort, the Foreign Ministry of Israel has launched a five-week campaign targeting the younger generation, a particularly challenging audience for Israeli public diplomacy. The campaign, dubbed UNmasked UN, focuses on individuals aged 25 to 35, with notable success in English-speaking countries such as the United States and the United Kingdom.\n\nData from the UN shows that some content has garnered hundreds of thousands of views, while meme-based posts have reached up to one million views across all platforms. However, the campaign aims not only to reach young people who disagree with Israel but also those who are unfamiliar with the facts, institutions, and terminology related to the debate.\n\nTo address the knowledge gap, the campaign has taken a unique approach by speaking to young people in their own language. This involves simplifying complex subjects, turning them into graphics, short videos, memes, or questions posed to Grok, an AI tool. The campaign team members themselves are part of the same age group, ensuring the content resonates with the target audience.\n\nOne of the campaign's key strategies has been the use of memes. These visually engaging posts serve as hooks, capturing the attention of young viewers and encouraging them to engage with the content. Memes have proven particularly effective, with some reaching up to one million views.\n\nIn addition to memes, the campaign incorporates videos, short posts, and the Ask Grok feature. Instead of directly stating information, the campaign poses questions to Grok, allowing its responses to guide the conversation. This interactive approach helps engage younger audiences who are accustomed to consuming content in a more dynamic and conversational format.\n\nThroughout the five-week campaign, topics covered include the reporting of Israel by UN bodies, the organization's responsibility and that of its senior officials, UNRWA, the commission of inquiry, and UN Secretary-General Antonio Guterres. The timing of the campaign was carefully planned to coincide with the week of the UN General Assembly and Prime Minister Benjamin Netanyahu's address to the assembly.\n\nThe Foreign Ministry views the campaign's results as a positive indication of its effectiveness. By reaching a younger audience, generating exposure ranging from hundreds of thousands to one million views for its most prominent content, and particularly targeting English-speaking countries, the campaign has successfully captured the attention of audiences who may not have sought out UN-related content on their own.\n\nThe campaign's success has also led to an expansion of messages and discussions surrounding it. Various organizations, international figures, and additional media outlets have joined the conversation, amplifying some of the issues raised by UNmasked UN.\n\nAccording to those behind the campaign, the key takeaway is clear: in the competition for young people's attention and opinions, information must not only exist but also compel engagement. When addressing ignorance, sometimes the most effective approach is not to provide more information but to communicate in a language that resonates with young people.",
  "summary": "Data from the UNmasked UN campaign shows that one of the most prominent age groups it reaches is people aged 25 to 35, with significant success in English-speaking countries, led by the US and UK.",
  "key_points": [
    "Israel's Foreign Ministry launches UNmasked UN campaign targeting 25-35 age group",
    "Campaign uses memes, videos, and AI tool Grok to engage younger audiences",
    "Campaign timed to coincide with UN General Assembly and Netanyahu's address"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "ERR News Estonia",
        "title": "Interior Ministry now publishes deceased people's personal data online",
        "url": "https://urgent.news/2026/09/25/interior-ministry-now-publishes-deceased-peoples-personal-data-online",
        "published": "2026-09-25T05:40:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}