Did you know Israel developed the most popular varieties of cherry tomatoes? Does that make you view their citizens more favorably?

The Israeli government hopes so. They have launched a campaign that seeks to deputize all Israelis as ambassadors. It’s drawn a lot of attention, not all good. One aspect of the campaign is to teach Israelis about accomplishments of their fellow citizens so they can tell foreigners. According to the LA Times:

Many traveling Israelis encounter prejudice among misinformed foreigners and find themselves constantly engaged in arguments and defense while abroad. Now the government is offering its traveling ambassadors tips and talking points. “Together, we can change the picture,” says the website launched by the ministry of diaspora and public diplomacy, inviting people to brush up on their history, geography and current affairs to better convey their point.

Aside from providing hard facts on hard matters, the website also encourages the accidental ambassadors to make note of Israel’s impressive achievements in fields such as agriculture, technology and medicine and to encourage others to visit Israel.  It is, perhaps, a wise government that knows some of its people have shortcomings in the diplomacy department and has a few correctional tips: Listen first, then answer; keep your body-language confident and stable, and don’t move your hands furiously when you talk — it really makes people nervous.

But campaign “Explaining Israel,” meant to show that Israel is on the right side of stuff too, is already rubbing some people the wrong way, including members of the foreign press. Tired of Israel being portrayed as conflict-central and backward? Myth-Busting 101 includes a series of humorous clips that poke fun at ill-informed and stereotypical coverage of Israel. It’s not going down well.

It also seeks to dispel myths, as this YNET article explains:

One such myth: “Israel is a huge country”, and the appropriate response: “Not true. Israel is one of the smallest states in the world. India is 150 times bigger, Germany 16 times, and Italy 13 times. Israelis make up just one thousandth of the world’s population.”

Another example: “Israelis don’t really want peace,” and the suggested rejoinder: “Not true. Despite seven wars and terror that has continued for more than six decades, Israel has made huge concessions for the sake of peace with its neighbors Egypt and Jordan.”