Prominent billboards featuring striking visual representations of Hamas and Hezbollah leaders appearing subdued and encircled by Israeli soldiers now dominate the major streets of Tel Aviv, the bustling coastal metropolis. These towering displays bear the unmistakable messages: “We love you, we trust you,” extending their support to the Israeli army, and “Never again,” etched prominently in bold letters. The campaign’s provocative, AI-generated imagery has invoked a spectrum of reactions among the Israeli populace, with some finding it deeply objectionable, while others have embraced its message.
The visionary behind this audacious campaign is Ofer Rosenbaum, a 36-year-old with a history of stirring controversy through his public relations endeavors. His latest endeavor, launched just last week, is aimed at rebuilding the confidence in Israel’s security forces following the recent Hamas attack.
Rosenbaum articulates, “People everywhere are asking, ‘How could such an event occur?’ It was both agonizing and humiliating what transpired at the hands of Hamas. People questioned the response of the Israeli army. Why, they wondered, did the rapid-response units struggle to reach the affected areas while the Israeli Air Force, widely perceived as the world’s most formidable, appeared incapable of deploying helicopters? It left many baffled.”
In a hitherto unprecedented and unimaginable attack, Hamas militants inflicted severe casualties, resulting in the loss of 1,400 Israeli lives and injuring approximately 4,500 others across Israeli communities bordering Gaza. The nation reels from the aftermath, with governmental and military authorities facing severe criticism for permitting such an incident to unfold, especially given the stature of the Israeli armed forces.
In retaliation, Israel has unleashed vigorous counteroffensive operations in Gaza, resulting in the loss of nearly 5,000 Palestinian lives, a significant portion comprising women and children, according to data provided by the Gaza health authority under Hamas. Simultaneously, the Israel Defense Forces (IDF) have executed airstrikes and raids in the occupied West Bank, compounding violence further. Israeli settlers’ involvement has led to the demise of 91 Palestinians.
Rosenbaum maintains that the response to his campaign has been overwhelmingly positive. However, not everyone perceives it in the same light. Simona Yaloz, a retired accountant, voiced her disdain upon viewing one of the billboards from across the highway, describing it as repulsive. She asserted, “I loathe it, to be honest; it deviates from the Israeli ethos. It’s exceedingly radical and excessively violent. Though radicals exist among us, we endeavor to mitigate such extremities.”
Nevertheless, controversy is precisely what Rosenbaum sought. He believes that sparking conversations is a testament to the campaign’s success. The father of four has a history of endorsing contentious initiatives, one notably aimed at preventing the extradition of a teacher accused of child sexual abuse in Australia, an involvement he has since acknowledged as a mistake.
“‘Never Again’ has arrived,” Rosenbaum declared, personally funding the campaign. “As Jews, we’ve always believed that Israel is a sanctuary of safety. Yet, the recent events have exposed that illusion. Such events did not transpire in Britain or the United States, but in our own backyard.”
Rosenbaum has also released polarizing videos aimed at rallying public support for the IDF to take any necessary action. He anticipates challenges from the international community but insists on the necessity of prioritizing Israel’s security.
In Tel Aviv, life is gradually returning to normalcy. Despite some businesses remaining shuttered, cafes have resumed brewing coffee, select shops have raised their shutters, and families and friends can be seen strolling together on the streets. Nevertheless, the city remains less bustling than its typical vibrancy.
Dash Tumansky, a 23-year-old shop assistant, highlights the challenges she and others face during their commutes due to security concerns. “It’s daunting to get here; the 40-minute bus ride is a tense experience. Recent terrorist attacks have targeted buses, and despite heightened security on trains, buses remain vulnerable,” she remarked.
Tumansky attests that the Israeli populace is still grappling with the magnitude of the attack, considered the most significant in the nation’s history. She personally knew a victim among the 260 casualties at the music festival.
“Such events are unheard of. We have extensive surveillance along the Gaza border—cameras and soldiers monitoring the area. People are apprehensive about venturing outdoors at this juncture,” she added. Nevertheless, she takes solace in witnessing the nation unite after months of political turmoil. “I believe this is the most unified we’ve ever been,” she affirmed.
Shiran, a 30-year-old fashion designer, is one of the many who resonate with the billboard campaign. “Both my husband and I smiled when we saw it. We’ve been excessively accommodating and amicable for too long. We’ve allowed external forces to dictate our actions,” she remarked. Like many others, Shiran articulates feeling less secure in her daily life following the attack, holding the Israeli authorities accountable for what transpired.
“I acknowledge the government’s current efforts, but it’s truly unfathomable. We never envisaged such a colossal event occurring, with thousands of terrorists infiltrating Israel and causing such havoc,” she lamented.
In a shopping complex’s lower-ground floor, Lia Sendik, a 27-year-old volunteer, assists in managing donations for those directly impacted by the conflict. She reflects on the disbelief that swept through the nation after the Hamas attack.
“We’ve faced challenges before, but nothing of this magnitude,” Sendik commented. “We held an unwavering belief in our safety.”
Nevertheless, the history and film graduate observed that the anger felt toward Israeli authorities hasn’t deterred young individuals from enlisting in the army. She revealed, “Over 360,000 reservists stepped forward, underscoring their belief in our strength. People remain willing to defend our nation.”
In the face of adversity, the Israeli populace has displayed resilience and unity, demonstrating their commitment to overcoming the challenges presented by this unprecedented crisis.
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