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.
For more from BostonGlobe.com, sign up or log in below
To continue, please sign up or log in to BostonGlobe.com
Access the full articles and quality reporting of The Boston Globe at BostonGlobe.com
Sign up
Unlimited Access to BostonGlobe.com for 4 weeks for only 99¢.
Are you a Boston Globe home delivery subscriber?
Get FREE access as part of your print subscription.
BostonGlobe.com subscriber
Click to continue reading this article or to log in to BostonGlobe.com.
