Israeli gov’t campaign in North America highlights baby hostage Kfir Bibas

The Israeli government has launched a campaign centering on the heart-wrenching story of baby Kfir Bibas, with close to 250 billboards in central locations across North America displaying photos of Israeli hostages, held by Hamas in Gaza, with the accompanying message, “Are your children coming home for Christmas?”

Israel’s Government Advertising Agency, LAPAM, said the campaign is titled “A Punch in the Stomach,” and is aimed at highlighting the distressing situation of  baby Bibas, a red-haired Israeli infant held captive by Hamas since October 7.

LAPAM director Moriya Shalom, underscored the emotional gravity of the campaign in a statement on Friday: “This campaign feels to us all like a punch in the stomach. The plight of Kfir Bibas, screaming in chilling cries, captures a raw emotional truth that resonates universally. It’s a story that transcends borders and compels attention.”

LAPAM’s statement further detailed the strategy behind the campaign: “Employing a programmatic approach, this campaign integrates various media platforms, adapting dynamically to the target audience. This includes a diverse mix of outdoor billboards, television, and digital media, strategically positioned across key locations in the US.”

LAPAM's statement further detailed the strategy behind the campaign: "Employing a programmatic approach, this campaign integrates various media platforms, adapting dynamically to the target audience. This includes a diverse mix of outdoor billboards, television, and digital media, strategically positioned across key locations in the US."

Israel hopes to make impact with campaign

The scope and impact of the campaign are notable, as highlighted in LAPAM's statement: "Our efforts have garnered over a billion exposures for our various initiatives. This, combined with the over three billion exposures of the state's digital assets, including those of the Foreign Affairs Ministry, demonstrates the expansive reach of Israel's informational campaigns."

The campaign will feature 241 digital billboards across the US, each representing one of the individuals kidnapped by Hamas. These billboards are located in high-profile areas such as Times Square, the White House vicinity in Washington DC, and prime Los Angeles locations, amplifying the campaign's message.

In her statement, Shalom highlighted the innovative nature of the campaign: "This groundbreaking campaign represents a paradigm shift in Israel's international communication strategy. Using a data-driven, programmatic system, we are launching a comprehensive, 360° campaign that mirrors the precision and targeted impact of modern digital advertising."