The Online Project has partnered up with Visualizing Palestine (VP) to launch a not for profit digital campaign with the aim of reaching over 6 million Americans who normally get their news from the likes of CNN, BBC, Fox news etc... The objective is to influence their perspective on the situation. We feel the best thing we can do at the moment is try to raise the awareness.

2. VISUALIZINGPALESTINE.ORG
VISUAL
STORIES
FOR
SOCIAL
JUSTICE

3. “Operation Protective Edge”
INTRODUCTION
GAZA IS
UNDER
ATTACK.
AGAIN.

4. 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)

5. CNN national poll during Operation Protective Edge
MOST AMERICANS ARE BUYING IT.
INTRODUCTION
AMERICAN PUBLIC OPINION CNN NATIONAL POLL

6. 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.

7. INTRODUCTION
DOCUMENT CONTENTS
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

8. NARRATIVE
CHALLENGES
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

9. 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

10. NARRATIVE CHALLENGES
FACTS 2000-2014

11. NARRATIVE CHALLENGES
FACTS 2012 MEDIA 2012

12. NARRATIVE CHALLENGES
FACTS 2014 MEDIA 2014
NYT, July 17, 2014

13. NARRATIVE CHALLENGES
Washington Post, July 20, 2014 CNN, July 21, 2014
MEDIA 2014

14. NARRATIVE CHALLENGES
Baltimore Sun, July 21, 2014
MEDIA 2014

15. 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."

16. 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 2012NARRATIVE CHALLENGES

17. 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

18. ABOUT VISUALIZING
PALESTINE
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

19. EMPOWER
CHANGEMAKERS
WITH THE RESOURCES TO
CREATE POSITIVE SOCIAL CHANGE
ADVANCE A
FACT-BASED
NARRATIVE
ON THE PALESTINE-ISRAEL CONFLICT
A
B
ABOUT VP

20. 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.

21. 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

22. ABOUT VP
VP ON GAZA PUBLISHED

23. ABOUT VP
VP ON GAZA PUBLISHED

24. ABOUT VP
VP ON GAZA UNPUBLISHED

25. ABOUT VP
VP ON GAZA UNPUBLISHED

26. ABOUT VP
VP FOR A US AUDIENCE PUBLISHED

27. ABOUT VP
VP FOR A US AUDIENCE PUBLISHED

28. ABOUT VP
VP FOR A US AUDIENCE PUBLISHED

29. ABOUT VP
VP FOR A US AUDIENCE PUBLISHED

30. HUMANIZING GAZA
PROPOSAL
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

31. 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.

32. 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

33. 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."

34. 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

35. 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

36. 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

37. PROPOSAL
ONLINE ENVIRONMENT SCAN BEYONDTHENUMBER.ORG

38. PROPOSAL
ONLINE ENVIRONMENT SCAN LIVE BLOGS

39. PRELIMINARY
CONCEPTS
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

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

41. 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

42. 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

43. 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.

44. 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

45. CONCEPTS
CONCEPT 3 – SKETCH 2
A
PROPORTIONAL
RESPONSE
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 DATA
SKETCH
@visualizingpal
fb.com/visualizingpalestine
SOURCES
WWW.VISUALIZINGPALESTINE.ORG. JULY 2014.
ISRAELIS ABDUCTED AND KILLED
3 PALESTINIANS SUSPECTED
OF ABDUCTION
2 PALESTINIANS AT LEAST ARRESTED BY
ISRAELI FORCES
566 PALESTINIANS HELD WITHOUT CHARGE
APPROXIMATELY
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.

46. 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 PALESTINIAN
CEASEFIRE VIOLATIONS
75PALESTINIAN
VIOLATIONS
4%
INJURY
96%
NO INJURY
191ISRAELI
VIOLATIONS
10%
DEATH
42%
INJURY OR
DETENTION
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 2014
FEB MAR APR MAY JUN JUL
In November 2012, Israel and Palestinian factions in
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 GRAPHIC
DO NOT DISTRIBUTE
@visualizingpal
fb.com/visualizingpalestine
WWW.VISUALIZINGPALESTINE.ORG. MAY 2014.
SHARE AND DISTRIBUTE FREELY. CREATIVE COMMONS BY-NC-ND 3.0 LICENSE.
SOURCES
Haaretz, Times of Israel, Ynet, Jerusalem Post, Reuters, NBC and IDF Spokesperson. .
Full data tables http://bit.ly/vp-violations

47. 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

48. BUDGET
1. Narrative Challenges
2. About Visualizing Palestine
3. ‘Humanizing Gaza’ Proposal
4. Preliminary Concepts
5. Budget

49. 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

50. 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

51. 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:"

52. 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

53. 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

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