Building bridges between nations

Israeli House NET represents an innovative methodology in public diplomacy (“hasbara”), serving as an effective channel for cultural adaptation and mindset transformation, alongside the creation of bilateral bridges, for mutual benefit.

The concept was developed by Itsik Moshe, who served as the first Israeli representative of the Jewish Agency in the former Soviet Union. It emerged in response to perceptions of Israel at the United Nations, a lack of familiarity with Israel’s true face, and communication gaps between countries resulting from insufficient information.

Subsequently, a pilot program was launched in Georgia, with the participation of Israeli Members of Parliament, opinion leaders, and representatives of local and international organizations. Following the success of the pilot, approximately 30 representations were established, with the goal of reaching 100 worldwide. Their ideological direction is guided from Jerusalem, operating independently of Israeli government funding.

To implement this vision, Israeli House NET collaborates with international organizations such as WZO, UJA, EAI, GIL, and AEPJ, under the auspices of the Council of Europe, as well as with major civil society organizations and local institutional partners in each country of operation - together representing over one million members.

Findings from the pilot project demonstrate that presenting Israel’s authentic face through public diplomacy helps other countries better understand the Israeli perspective and fosters the development of bilateral relationshipsת based on their needs.

Ultimately, Israeli House NET promotes meaningful cooperation, operates in parallel with official institutions, strengthens mutual understanding, and builds bridges between nations, toward a more peaceful and better future.