(Includes YouTube Link) Israel Launches its First-Ever Global Television
Campaign to Brand it as a Green Country
(Communicated by the Prime Minister's Media Adviser)

The State of Israel is, for the first time, launching an international
television campaign on CNN to brand itself as a green country which pioneers
"green technology." The campaign is the joint initiative of the Prime
Minister's Office National Information Directorate, the Environmental
Protection Ministry and the Foreign Ministry. This is the first time that
the State of Israel has launched an international campaign of this kind.

The campaign premiered today (Thursday, 21 June 2012) at the Rio +20 UN
Conference on Sustainable Development
http://www.mfa.gov.il/MFA/InnovativeIsrael/Israel+an+important+player+at+RIO-20-17-Jun-2012.htm
. The conference is the largest of its kind in the world, with approximately
50,000 participants. The State of Israel is being represented by an
approximately 70-member delegation, with members from the Government, the
private sector and the third sector, and is led by Environmental Protection
Minister Gilad Erdan. Prime Minister Benjamin Netanyahu spoke today with
Minister Erdan and thanked him for his Ministry's many activities to advance
an environmental agenda and for placing the State of Israel at the forefront
of green technology.

In the framework of the campaign, "Green Israel" promotional clips will be
broadcast adjacent to weather updates on CNN International over the next two
weeks. (Click here
http://www.youtube.com/watch?v=-m4Fn3lT2eg&feature=youtu.be
for a YouTube link.) The broadcasts emphasize the facts that Israel is a
leader in environmental technology and that Israeli developments are in use
all over the world. For example, Israel is a global leader in desalination
with 40% of Israel's drinking water coming from desalination. Israel is also
a global leader in the use of recycled water – 70% of Israeli wastewater is
recycled and used in agriculture after undergoing a special purification
process.

Prime Minister Netanyahu said, "Israel is offering to the world the
pioneering green technologies that it has developed. The goal of the
campaign is to the show the world Israel's great abilities in the field of
green technology."

Environmental Protection Minister Erdan said, "Israel has solutions for the
challenges facing the world today, such as the shortages of food and water.
The campaign raises the international awareness of Israel as a global leader
in green innovation."

The Foreign Ministry notes that it is working to strengthen global agendas
as a component of Israel's foreign policy and adds that this policy finds
expression in greater involvement in conferences such as Rio + 20. Israel
aspires to share its knowledge, experience, technology and innovations with
the developing world in a spirit of friendship and good neighborliness, and
as strategic policy tool pursuant to its foreign policy goals.