Re-imaging a country beyond its conflict: evaluation of an Israeli public diplomacy intervention for youth in Germany

Outcome evaluations of public diplomacy programs remain scarce. Addressing this gap, this study evaluated Israel Project Day, a seminar-based Israeli intervention designed to improve Israel's image among German youth. The intervention provides a unique real-world application of the “Life in Israel” model that spotlights Israel’s cultural diversity and achievements beyond the Israeli-Palestinian conflict. Utilizing a quasi-experimental pre-post design and mixed-linear models, the study shows that participation significantly improved overall attitudes toward Israel, interest in Israeli society, and perceptions of Israel as a democratic, multicultural, and safe place. Although the program avoided direct conflict-related messages, it facilitated more favorable views on Israel's policies in the Israeli-Palestinian conflict, demonstrating potential spillover effects to the conflictual-political realm. Additionally, effects on German-Israeli cooperation and responsibility were modest, highlighting a challenge for the Israeli-German unique relationship. Finally, the effects on interest in Israeli society and politics and support for German-Israel cooperation were stronger for participants with low media exposure. By moving away from conflict-centric presentations and focusing on contributions and advancements, nations like Israel can potentially cultivate a more positive national image. Practical implications are discussed for crafting impactful outreach, upscaling, and sustaining flexible efforts attuned to sociopolitical developments and challenges.