What’s the price tag on Israel’s propaganda machine? | Money Works

Key Concepts

• Project 545: Israel's foreign ministry's PR campaign in the US.
• Clock Tower: US-based firm hired by Israel to combat antisemitism and shape AI training data.
• AI Training Data Manipulation: Creating online content to influence AI models like ChatGPT, Groth, and Gemini.
• Bot-Based Program: A social media tool to flood platforms with pro-Israeli messages.
• Social Media Influencer Recruitment: Paying influencers to promote a positive image of Israel.
• Targeting Christian Audience: Marketing efforts to portray Palestinians as enemies of Christianity.
• Husbah: Israel's public diplomacy agency, responsible for the campaign.
• Integrated Food Security Phase Classification (IPC): UN-partnered organization that confirmed famine in Gaza.
• Public Opinion Shift: Growing unfavorable views of Israel in the US due to the Gaza war.

Israel's Extensive PR Campaign in the US

Overview of Project 545

More than a month after agreeing to a ceasefire with Hamas in Gaza, Israel's propaganda efforts in the United States remain highly active. The Israeli foreign ministry launched "Project 545" in October 2025, a significant public relations campaign aimed at influencing American public opinion regarding its actions in Gaza. The name "545" refers to the cost in shekels, which equates to approximately $145 million.

Targeting Social Media and AI Platforms

A key component of Project 545 involves shaping online narratives and influencing artificial intelligence (AI) platforms. Documents reveal that Israel has contracted the US-based firm Clock Tower. This firm's mission includes combating antisemitism, but critically, it also involves creating online content and websites designed to influence the data used to train AI models such as ChatGPT, Groth, and Gemini. The objective is to subtly steer the information these AI systems learn from, thereby shaping their outputs and perceptions.

Social Media Manipulation Tactics

The campaign employs several strategies to flood social media with pro-Israeli messages. One such tactic involves a contract worth around $750,000 to develop a bot-based program. This program is designed to inundate social media platforms with pro-Israeli content.

Furthermore, Israel is actively recruiting social media influencers. The transcript emphasizes the importance of social media as a battlefield, stating, "We have to fight with the weapons that apply to the battlefields in which we're engaged and the most important ones are the social media." This influencer campaign is valued at $1 million, with individual influencers reportedly being paid $7,000 per post to cultivate a positive image of Israel in the US.

Marketing to Christian Audiences

The Israeli foreign ministry also plans to allocate $4 million towards marketing specifically targeting Christians in the US. A notable strategy within this plan is the portrayal of Palestinians not only as allies of Hamas but also as enemies of Christianity. The campaign has identified potential celebrities to engage, including actor Chris Pratt and basketball player Stephen Curry.

Husbah's Role and Budget Increase

This comprehensive campaign is orchestrated by Husbah, Israel's public diplomacy agency. In 2025, Husbah's budget saw a substantial increase, growing twentyfold to nearly $150 million.

Denying Famine Evidence and Countering Factual Reporting

A significant portion of Husbah's budget, specifically a $50 million deal made in June with Google X and other platforms, is dedicated to running advertisements that deny evidence of famine in Gaza. This directly contradicts findings from the Integrated Food Security Phase Classification (IPC), an organization that partners with the UN. In August, the IPC unequivocally confirmed that famine was underway in Gaza.

Impact on US Public Opinion and Funding

The effectiveness of Israel's PR campaign is being tested against a backdrop of shifting public sentiment. An October poll indicated that 6 out of 10 Americans viewed Israel unfavorably as a result of its war in Gaza. This suggests that Israel will likely need to continue substantial financial investment in its propaganda efforts if it aims to sway public opinion and, crucially, maintain its military funding from Washington.

Conclusion

Israel's extensive and multi-faceted PR campaign in the US, spearheaded by Project 545 and managed by Husbah, involves significant financial investment in shaping online narratives, influencing AI, and directly targeting specific demographics. The campaign utilizes sophisticated tools like bot programs and influencer marketing, alongside strategic messaging aimed at religious groups. Despite these efforts, a growing unfavorable view of Israel among Americans, coupled with confirmed reports of famine in Gaza, presents a significant challenge to the campaign's ultimate success in altering public perception and securing continued US military support.