VISUALIZINGPALESTINE.ORG

VISUAL STORIES FOR SOCIAL JUSTICE

“Operation Protective Edge”

INTRODUCTION

GAZA IS UNDER ATTACK. AGAIN.

The Israeli Defense Forces (IDF) is using marketing tactics to position itself as blameless for the high civilian death rate.

INTRODUCTION

MARKETING STRATEGY ISRAELI DEFENSE FORCES (IDF)

CNN national poll during Operation Protective Edge

MOST AMERICANS ARE BUYING IT.

INTRODUCTION

AMERICAN PUBLIC OPINION CNN NATIONAL POLL

INTRODUCTION

“Operation Protective Edge” is the 5th military attack on Gaza since 2000. Gaza has been under siege since 2007.

The VP team is working urgently to respond with an interactive micro-website, to be used immediately for awareness raising, as well as maintained as an educational resource for any future attacks.

INTRODUCTION

DOCUMENT CONTENTS

1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

NARRATIVE CHALLENGES 1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

Studies have provided examples of a pattern of disproportionate coverage of Israeli versus Palestinian deaths, including deaths of children. In parallel, these media outlets allow greater space for Israeli perspectives.

1.  A well-funded Israeli branding campaign. 2.  A highly organized and well-funded US lobby group.

Meanwhile, US public opinion is influenced by:

NARRATIVE CHALLENGES

MAINSTREAM WESTERN MEDIA STUDIES

NARRATIVE CHALLENGES

FACTS 2000-2014

NARRATIVE CHALLENGES

FACTS 2012 MEDIA 2012

NARRATIVE CHALLENGES

FACTS 2014 MEDIA 2014

NYT, July 17, 2014

NARRATIVE CHALLENGES

Washington Post, July 20, 2014 CNN, July 21, 2014

MEDIA 2014

NARRATIVE CHALLENGES

Baltimore Sun, July 21, 2014

MEDIA 2014

NARRATIVE CHANGE

MEDIA 2012

In 2004, ABC, CBS, and NBC reported on the deaths of Israeli children at rates of 9.0, 12.8, and 9.9 times greater than the deaths of Palestinian children, respectively, even though 22 times more Palestinian children died.

In BBC and ITV coverage of the Israeli attack on Gaza in 2008-2009, Israeli explanations for the attack received 724.25 lines of text, while Palestinian explanations received only 204.25 lines.

NARRATIVE CHALLENGES

In 2001, the Associated Press' (AP) reported on Israeli deaths twice as many times as Palestinian deaths, even though the Palestinian death rate was 7.6 times higher. AP news content is republished by more than 1,700 newspapers and 5,000 television and radio broadcasters. It is seen by half the world's population on any given day.

If Americans Knew (2004) ‘Deadly Distortion: Associated Press Newswire Coverage of Israeli and Palestinian Deaths’, www.ifamericansknew.org/media/ap-report.html

Weir, Alison (2005) ‘The Coverage and Non-Coverage of Israel-Palestine’, If Americans Knew, www.ifamericansknew.org/media/coverage.html "

Philo, G. and Berry, M. (2011) More Bad New From Israel, Pluto Press."

The Israeli Ministry of Foreign Affairs has spent over 26 million USD on its "Brand Israel" campaign.

The American Israel Public Affairs Committee (AIPAC) has an annual budget of over 60 million USD.

MEDIA 2012 NARRATIVE CHALLENGES

NARRATIVE CHALLENGES

"Since 1948, Arabs have never bothered to confront Israeli propaganda in the US. The citizens of the world's only superpower have been led to believe that everything Arabs do and are is wasteful, violent, fanatical and anti-Semitic.” - EDWARD SAID

ABOUT VISUALIZING PALESTINE 1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

EMPOWER  CHANGEMAKERS    WITH THE RESOURCES TO CREATE POSITIVE SOCIAL CHANGE

ADVANCE A FACT-BASED  NARRATIVE  ON THE PALESTINE-ISRAEL CONFLICT

A

B

About VP"

ABOUT VP

1.  International Awards:

•  Deutsche Welle’s ‘The Bobs’ Award for Best Social Activism

•  Kantar’s ‘Information is Beautiful’ Community Award

•  Prix Ars Electronica’s Award of Distinction for Digital Communities

2.  Media exposure - The Guardian, Huffington Post, Al-Jazeera English, The Daily Beast, The Irish Times, PolicyMic, Open Democracy, Jadaliyya, Fast Company, and more.

3.  Offline exposure - VP visuals have been: presented to US congress people, UK parliamentarians, and UN officials; shared by numerous humanitarian NGOs and intergovernmental organizations, including the ILO, UNRWA, and Oxfam; posted in Washington DC metro stations with up to 75,000 passengers per day.

ABOUT VP

IMPACT

As of July 2014, VP had released 26 data-based visual stories on Palestine.

1.  DATA VISUALIZATION VP has extensive experience producing high quality visual material on Palestine.

2.  STORYTELLING VP has experience crafting stories that place data in a context that resonates emotionally with the target audience.

3.  COMMUNITY VP has a well-established network of US-based supporters and partners who contribute to the wide dissemination of content within the target audience.

4.  LONGEVITY VP has a dedicated team with the capacity to collate, update, and maintain resources long term.

5.  EXPERIENCE VP’s prior work includes outputs on Gaza and stories addressing American audiences.

ABOUT VP

VP VALUE-ADD

ABOUT VP

VP ON GAZA PUBLISHED

ABOUT VP

VP ON GAZA PUBLISHED

ABOUT VP

VP ON GAZA UNPUBLISHED

ABOUT VP

VP ON GAZA UNPUBLISHED

ABOUT VP

VP FOR A US AUDIENCE PUBLISHED

ABOUT VP

VP FOR A US AUDIENCE PUBLISHED

ABOUT VP

VP FOR A US AUDIENCE PUBLISHED

ABOUT VP

VP FOR A US AUDIENCE PUBLISHED

HUMANIZING GAZA PROPOSAL 1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

PROPOSAL

GAZA MICRO-WEBSITE WEBSITE

Visualizing Palestine will build an interactive micro-website to engage an American audience in a humanized narrative of the death and destruction taking place in Gaza. The website will feature data and stories that:

•  Are absent from the mainstream US media narrative.

•  Resonate emotionally with an American audience.

The Online Project will support in advertising and dissemination strategy.

PROPOSAL

VP has been observing and supporting new releases aiming to inform the public on Gaza. Our proposal complements existing efforts and aims to address the following gaps: 1.  Build a platform with long-term relevance, that can be sustained and

ready for any further attacks. 2.  Share visuals and facts that resonate with the average American viewer,

creating emotional connections.

GAPS ADDRESSED

PROPOSAL

TARGET AUDIENCE

Through the Gaza micro-website, VP aims to reach 5 million Americans aged 18 and older* who would ordinarily learn about Gaza on CNN, Fox News, BBC, ABC, or similar channels.

*Target reach is based on a social media advertising budget of 10,000 USD."

A growing number of prominent public figures have shown interest and awareness.

SELENA GOMEZ 11.2 MILLION FOLLOWERS

PROPOSAL

ONLINE ENVIRONMENT SCAN

RIHANNA 36.5 MILLION FOLLOWERS

DWIGHT HOWARD 5.25 MILLION FOLLOWERS

CELEBRITIES

Twitter users have been spreading information and challenging mainstream media errors or bias through hashtags such as: #TweetLikeABC #NYTHistory #LetAymanReport #GazaUnderAttack

PROPOSAL

ONLINE ENVIRONMENT SCAN TWITTER

PROPOSAL

Each map uses the shape of Gaza to show how much space is taken up by 1.8 million people in major US cities."

ONLINE ENVIRONMENT SCAN WORLD.MIC

PROPOSAL

ONLINE ENVIRONMENT SCAN BEYONDTHENUMBER.ORG

PROPOSAL

ONLINE ENVIRONMENT SCAN LIVE BLOGS

PRELIMINARY CONCEPTS 1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

The following are examples of concept directions. These are preliminary sketches and do not represent final VP quality.

CONCEPTS

MESSAGING All lives are of equal value We should mourn Palestinian deaths as much as we have mourned our own national tragedies. This concept also subtly positions Israeli attacks alongside terrorist attacks.

CONCEPTS

CONCEPT 1

MESSAGING Grief, healing, and memory Gazans have had no time to mourn or heal from their losses, as they have been under siege continuously.

CONCEPTS

CONCEPT 2 – SKETCH 1

CONCEPTS

CONCEPT 2 – SKETCH 2

MESSAGING Grief, healing, and memory Gazans have had no time to mourn or heal from their losses, as they have been under siege continuously.

MESSAGING Disproportionality of the conflict Israel’s response to the kidnapping of three Israeli children in the West Bank constitutes collective punishment.

CONCEPTS

CONCEPT 3 – SKETCH 1

CONCEPTS

CONCEPT 3 – SKETCH 2

APROPORTIONALRESPONSE

BETWEEN THE KIDNAPPING OF THREE ISRAELI TEENAGERS ON 13 JUNE AND THE DISCOVERY OF THEIR BODIES ON 30 JUNE, AND IN SPITE OF HAVING JUST TWO SUSPECTS IN THE CASE, ISRAELI AUTHORITIES ENGAGED IN A VAST SECURITY CRACKDOWN ACROSS THE WEST BANK.

VISUALIZINGPALESTINE DATASKETCH

@visualizingpalfb.com/visualizingpalestine

SOURCES

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ISRAELIS ABDUCTED AND KILLED

3 PALESTINIANS SUSPECTED OF ABDUCTION

2PALESTINIANS AT LEAST ARRESTED BY ISRAELI FORCES

566PALESTINIANS HELD WITHOUT CHARGEAPPROXIMATELY

200PALESTINIANS KILLED BY ISRAELI FORCES

6

MESSAGING Disproportionality of the conflict

Israel’s response to the kidnapping of three Israeli children in the West Bank constitutes collective punishment.

MESSAGING Disproportionality of the conflict In the 2012 Egyptian-brokered ceasefire, Israel violated the agreement more frequently and more brutally than Hamas.

CONCEPTS

CONCEPT 4

WHODUNNIT?ISRAELI AND PALESTINIANCEASEFIRE VIOLATIONS

75PALESTINIANVIOLATIONS

4%INJURY

96%NO INJURY

191ISRAELI

VIOLATIONS

10%DEATH

42%INJURY ORDETENTION

48%NO INJURY

5

0

10

5

10

15 DAYS OF VIOLATIONS PER MONTH

NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN

2013 2014FEB MAR APR MAY JUN JUL

In November 2012, Israel and Palestinian factions in *D]D�HQWHUHG�LQWR�DQ�(J\SWLDQ�EURNHUHG�FHDVHƪUH�LQ�which both would cease hostilities, and in which Israel would relieve restrictions on the Gaza strip. Both sides violated the agreement, but one side did so more frequently and more brutally than the other. Can you tell which one?

DRAFT GRAPHICDO NOT DISTRIBUTE

@visualizingpalfb.com/visualizingpalestine

WWW.VISUALIZINGPALESTINE.ORG. MAY 2014.SHARE AND DISTRIBUTE FREELY. CREATIVE COMMONS BY-NC-ND 3.0 LICENSE.

SOURCES

&HDVHƪUH�YLRODWLRQ�UHSRUWV�FROODWHG�IURP�PXOWLSOH�VRXUFHV��LQFOXGLQJ�0DDQ�1HZV�$JHQF\�Haaretz, Times of Israel, Ynet, Jerusalem Post, Reuters, NBC and IDF Spokesperson. .

Full data tables http://bit.ly/vp-violations

MESSAGING Israel imposes a humanitarian crisis on Gaza An example of this is the restrictions it places on food imports, creating a state of food insecurity known as ‘the

Gaza Diet’.

CONCEPTS

CONCEPT 5

BUDGET

1.  Narrative Challenges

2.  About Visualizing Palestine

3.  ‘Humanizing Gaza’ Proposal

4.  Preliminary Concepts

5.  Budget

BUDGET

BUDGET 1

Budget 1 reflects the minimum funds needed for the project to commence. •  MICRO-WEBSITE DESIGN AND DEVELOPMENT ONE MONTH USD 8,000 •  SOCIAL MEDIA ICON TWO WEEKS A visual in support of Gaza that can apply to their social media profiles and websites. USD 800

TOTAL USD 8,800 * Amounts reflect actual cost.

BASELINE

BUDGET

BUDGET 2

Budget 2 reflects the ideal scenario, allowing VP to create the following additional outputs: •  INFOGRAPHIC ON GAZA USD 5,000 •  INTERACTIVE ON GAZA USD 8,500

TOTAL (Budget 1 + 2) USD 22,300

TARGET

BUDGET

Advertising

The Online Project (TOP) will be leading the advertising and outreach. The target audience will be a US audience.

Partner - TOP

TOP’s work has been covered by:"

BUDGET

The advertising will be led by The Online Project (TOP) To reach 3 million Americans in one month through Facebook USD 10,000 To reach another 3 million Americans through Twitter USD 15,000. Recommended: Combination of both Twitter and Facebook : 15,000+ 10,000 : Total Advertising budget: USD 25,000. The more funding- the more people we can reach.

TOTAL (Budget 1 + 2+ Advertising) USD 22,300 + USD 25,000 = USD 47,300

BUDGET 3 ADVERTISING

BUDGET

Visualizing Impact – Lebanon"Account name: Visualizing Impact"Bank: BLC BANK SAL"Bank Address: TABARIS"Beneficiary customer :"Account #: 1-00399180"Swift code: LICOLBBX "IBAN #: LB98 0011 0000 0000 3551 0039 9180"Bank Identification number: 11" "Bank address:Dakdouk Bldg., Selim Bustros Street, Tabaris, Achrafieh, Lebanon" "Visualizing Impact address: "The Kiosque, Off Sursock Street, Achrafieh, St. Nicolas, Beirut - Lebanon"

Bank Account

REPORTING

VISUALIZINGPALESTINE and The Online Project will publish a report sharing the outcome of this campaign, including total reach and insights on campaign strategy.