Common
Esther Project
Israel social media campaign
Esther Project
The Esther Project is an Israeli social media campaign aimed at swaying American public opinion in the face of the ongoing Gaza war and genocide. According to the contract, signed on behalf of the Israeli government's Foreign Ministry and Advertising Agency (LAPAM), a cohort of 14-18 social media influencers were to post content in favor of Israel 25–30 times per month from July 2025 through November 2025 on Instagram, YouTube, TikTok, and Twitter/X. According to the Jewish Telegraphic Agency, it is unclear if the campaign is linked to the similarly named Project Esther, a plan to combat alleged antisemitism by the Heritage Foundation. News outlets reported that Israel is paying US influencers to post content to improve its public image on Instagram, TikTok, and other social media platforms. Records filed with the US Department of Justice, as required by the Foreign Agents Registration Act (FARA), show that the Israeli government is funding a clandestine political messaging campaign in...
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