Israeli PM Spent $13K on Influencer Tisha B'Av Campaign

What began as online speculation about questionable partnerships involving Israel's Haredi Authority has evolved into a documented controversy with precise figures. More than a month after public criticism swept social media, the Prime Minister's Office was compelled to disclose full details following a formal freedom of information request submitted by the organization Betzalmo.

The official response reveals that the disputed influencer campaign cost 45,000 shekels (approximately $13,000). The campaign, which generated significant public backlash, featured videos showcasing various recipes for the pre-fast meal before Tisha B'Av—the Jewish day of mourning commemorating the destruction of the Jerusalem Temples. Each video carried a mandatory caption: "In partnership with the Haredi Authority in the Prime Minister's Office."

According to the freedom of information disclosure, six influencers were selected to lead the government-funded initiative: Sarah Shababu, Yael Tzin, Elisheva Rosenblum, Nana Halperin, Moran Cohen, and Catherine Nemni. However, the Prime Minister's Office declined to reveal the specific amount each influencer received for participating in the videos.

The response also disclosed the selection process for the advertising agency that managed the campaign. Before choosing the executing firm, a competitive bidding process was held among four prominent companies in the field: Sher Media, Story Media, Gil Media, and Roberto. Story Media ultimately won the contract to implement the campaign.

Public criticism focused sharply on the allocation of resources. Journalist Merav Sever voiced harsh criticism on social media, writing: "Instead of the Haredi Authority in the Prime Minister's Office dealing with, for example, making real education and academia accessible to Haredi men and women, it's pouring tens of thousands of shekels to shallow influencers so they'll film videos about spiritual and emotional preparation for Tisha B'Av."

The central question raised by critics is why the Prime Minister's Office chose to invest substantial sums in a marketing campaign through social media influencers rather than allocating the budget to more pressing needs within the Haredi community.