Israel to Boston: Daddy, come home
Ads use emotion and guilt to lure those who’ve lingered in the diaspora to return to their Jewish roots
Israel’s Ministry of Immigrant Absorption has launched a campaign in the U.S. to lure Israelis back to Israel. They’ve placed billboards in Cambridge, New York City, Los Angeles, Palo Alto and Miami, and run television ads in Hebrew, aimed at the estimated one million Israel citizens in America. In the past, the Israeli government has used many different incentives in its long-term program to reverse the “brain drain’’ of highly qualified citizens. This most recent campaign attempts to use a new tool: guilt.