Changing the way people think

and feel about Israel

facebook/Kinetis

@kinetisteam @kinetisteam ndoutmore@kinetis.org.il www.kinetis.org.il
I have a
DREAM
In my dream, when I ask
the people I meet about Israel,
they all enthusiastically say...
Buzzing with Creative Energy
Oh, Israel
ITS AN AMAZING PLACE,
"ITS THE BIRTHPLACE
of some of the greatest life changing technologies
and products used around the world"
"Its the
2nd largest
INNOVATION HUB
in the world"
"Its no.
1in
START-UP COMPANIES
and VC investments
per capita"
"Its where the
WORLDS LEADING MEGA-BRANDS
choose to run their R&D centers from"
250 foreign R&D centers are active in Israel
"Its that country that won
12
NOBEL PRIZES
for contributions
to society"
"Its
3rd
in the world for FEMALE
ENTREPRENEURSHIP"
"Its home to some of the most intriguing
talents in music, dance, fashion and the arts"
"WITH
MORE
MUSEUMS
per capita
than any other
country"
"Its got Tel Aviv
its on my list"!
"Top 10 beach cities"
"Miami Beach on the Med"
*
National Geographic
*
"Top 3 cities in the world"
"A kind of San Francisco
in the Middle East"
*
Lonely Planet
*
"The hottest new hood'"
"The Mediterranean Capital of Cool"
*
New York Times
*
And Who else has
JERUSALEM?
THESE ARE ALL
UNDISPUTED FACTS
Yet, most people outside of Israel dont know it.
(And most people in Israel dont appreciate it)
The truth is,
People all over
the world see
and perceive
Israel like this
This
FRUSTRATES
me!
While CONFLICT does indeed
impact our lives, ITS NOT WHAT
ISRAEL IS ALL ABOUT!
WE ARE KINETIS
A SOCIAL START UP
Here to change the way people think and feel about Israel,
and ignite a richer conversation about our country.
And that's why we've decided to take action
We do this by connecting
people to the unique ingredients
of Israel's creative spirit

Innovation
Entrepreneurship
Cultural diversity
Creativity
And were not the only ones who think so
"If youre going to the Middle East to look for oil,
you can skip Israel.
If youre looking for brains,
for energy, for imagination
its the only stop you need to make."
*
Warren Bufet
*

"I truly believe that Israel is
the energy center of the world."
*
Madonna
*

"This is a nation of museums and patents,
timeless holy sites and groundbreaking innovation."
*
Barack Obama
*

And were not the only ones who think so
SO WHY DONT
THE FACTS SPEAK FOR
THEMSELVES?
Traditionally,
the issue of Israels
image is addressed
as if it is a soccer
match: there are
two sides, and you
have to choose one.
Who do you support?
Israel
Palestinans
0
15
30
45
60
Canada Mexico France Italy Poland China India
28
10
51
6
27
12
18
25
9
16
22
10
27
25
18
28
25
17
43
6
27
15
10
10
46
9
USA England Germany Spain Russia Japan Source: TNS Global
But we look at it
DIFFERENTLY.
We prefer to focus on the growing
number of people
WHO CHOOSE NEITHER SIDE.
In the Middle-
Eastern conict,
who are you more
supportive of?
At Risk
More Supportive of the Palestinians
More Supportive of the Israelis
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
54%
Spain
48%
Italy
68%
Germany
75%
France
57%
UK Source: TNS Global
WHAT THEYRE
REALLY SAYING IS:
"I dont care!"
"Dont make me choose sides
in a conict that has no
relevance to my life."
"Im tired of this never
ending story!!"
BECAUSE PEOPLE ARE PEOPLE
THEY CARE ABOUT WHAT MAKES LIFE WORTH LIVING:
all the ingredients that one
can nd in abundance in Israel
Environment Relationships
Business Culture
People
Tourism
ALL WEVE GOT TO DO IS
JUST TELL THEM ABOUT IT!
LET THEM EXPERIENCE IT.
We can connect them to Israel.
Get them to care.
And even turn them into ambassadors!
CHANGING
PERCEPTIONS
THE KINETIS WAY
THE KINETIS WAY
Is all about
Creative Energy
Experiences
The Israeli people
Authenticity
Is not about .
The Conict
Dry facts
The State of Israel
Propaganda
Building relationships vs Winning a debate
As in any brand building process,
First, we need to engage the Israelis and
the Jewish Diaspora.
In parallel, we start engaging the world
outside.
FOCUSING INTERNALLY AND EXTERNALLY
KINETIS
Show, dont just tell
EXTERNALLY:
Expose opinion leaders and
makers to Israels Creative
Energy
Empowerment
INTERNALLY:
Instill pride in Israeli youth
for their country and its
accomplishments
FOCUSING INTERNALLY AND EXTERNALLY
Academic Program
A credited course at Tel
Aviv University on Israel as
a Model of Innovation and
Entrepreneurship
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Kinetis Youth
Forum
Educating young
Israelis about Zionism
in the 21st century
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IDF Workshops
Discussing what it
means to be Israeli
with ofcers and
soldiers
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A weeklong free trip to Israel offered to online
opinion leaders.
A CLOSER LOOK
Since June 2011,
12 Vibe Israel
tours
Topics of global interest

5 bloggers per tour
Millions of followers per tour
On average, 25 blog posts per tour
Hundreds of tweets, photos, status
updates per tour
MOMMIES
DESIGN
FASHION
SOCIAL ENTREPRENEURSHIP
INDIE-ROCK MUSIC
ARCHITECTURE
WINE
SUSTAINABILITY
TRIATHLETE SPORTS
CONTEMPORARY ART
FOOD
PHOTOGRAPHY
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VIBE ISRAEL
CREATES BUZZ
Yes Israel has a surprisingly vibrant, tight-knit
community of talented musicians who produce music
in both English and Hebrew; no the entire country
is not a living war zone; and unfortunately, I only
saw one camel in the Negev Desert .. Music blogger,
Rebecca Schiller (NME 7,000,000 monthly readers)
I found it a warm and welcoming
country with a positive vibe and
a love of life: innovative, creative
and inspiring Mommy blogger, Rosie
Scribble (15,000 monthly readers)
Ask most people what they know about
the state of Israel, and youll get some
version of War, violence, Holy Land, and
bus bombs. But amidst all the turmoil,
real people are living real lives. They go to
work, eat good food, love their children,
and talk to their neighbors. Peter Nguyen,
Social Entrepreneurship blogger, published in
Forbes Magazine
The fashion, food and frivolity that
youll nd in a city like Tel Aviv are
great because of the realities of the
country cultures and attitudes merge
to create something where the whole
is greater than the sum of its parts.
Fashion blogger, Daniel P Dykes
(Fashionising - 1,600,000 monthly readers)
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Israel has: cutting edge technology
Active nightlife scene
Cutting edge arts and culture
A very religious society
Israel is: an attractive tourist destination
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
After Before
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VIBE ISRAEL
CHANGES
PERCEPTIONS
Source: Pre and Post Tour Blogger Surveys
Are accepting of all religions, gays...
Maintain high moral standards
Have a can do spirit I admire
Creative and innovative
Are welcoming
Believe in Western values
Are warm and caring
Are cool
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After Before
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Source: Pre and Post Tour Blogger Surveys
VIBE ISRAEL
CHANGES
PERCEPTIONS
Israelis:
Monkey Business, a company which represents up and coming Israeli product designers, signed a contract to sell their
products on the e-commerce site of Dezeen, a well respected design blog.
Artistic cooperation was created between Idan Reichel and leading world music artists, thanks to an introduction in New
York by one of our music bloggers (who writes for MTVIggy.)
E-architect, Britains leading architecture blog, now ofers Israeli Architecture Tours as part of its world tours oferings.
Triathlete sports blogger includes a package for next years Israman, as part of his packages for Ironman competitions,
around the world.
Vibe Israel creates commercial
OPPORTUNITIES
Encouraged by previous
years successes, we set
ambitious goals
INWARDS
2014: Online Course (in English)
Increase Army Workshops so by 2016
they are part of Ofcers Course
Scale up Kinetis Youth Forum classes so
by 2016 program is part of Ministry of
Education national curriculum
OUTWARDS
2014: 6 Vibe Israel tours
2015: 8 tours
2016: 10 tours a year
2014/2015: Project E-newsletter,
Web Site, YouTube Channel
NEW INITIATIVES
Launch annual Kinetis
Conference
Launch annual
Indepedence Day Expo
Fellowship Program
HOW CAN YOU TAKE PART?
You can support VIBE ISRAEL TOURS
You can contribute SCHOLARSHIPS
to soldiers or students
You can take part in our
INTERNAL EDUCATIONAL TASK
You can SPONSOR OUR EVENTS
TOGETHER WE CAN
CHANGE THE WAY
PEOPLE THINK AND
FEEL ABOUT ISRAEL
BECOME A KINETIS
MEMBER TODAY
THANK YOU
Contact Person in Israel: Joanna Landau | Founder & Executive Director, joannal@kinetis.org.il
Contact Person in America: Julia Ben Shalom | American Friends of Kinetis, juliac@kinetis.org.il
facebook/Kinetis

@kinetisteam @kinetisteam ndoutmore@kinetis.org.il www.kinetis.org.il