During the war between the State of Israel and Iran, in June 2025, as an Israeli content platform dedicated to creating unifying content across the Middle East, we chose to focus on bringing the two peoples closer together through social media.
The idea was to create a social media campaign that would reach a wide audience of Iranians and Israelis with a clear message: Israel’s war is not against the Iranian people, but against the Islamic regime. The Israeli people support the Iranian people, and there is a possibility for us to live together peacefully in the Middle East.
In order for the campaign to gain momentum, we set a goal to stand out in the Israeli media, recruit leading influencers, and reach a broad Israeli audience on social platforms. This way, we aimed to show Iranians that the campaign’s message reflects Israeli society as a whole.
To ensure that in Israel the campaign would become familiar even to those who do not consume social media, we set a goal to turn it into a widely discussed item in Israeli news outlets.
And of course, above all, our primary goal was to reach as many Iranians as possible with our message, to foster meaningful connections between Israelis and Iranians through the campaign, and to demonstrate that our peoples are not at war, and that we have the ability to live together in peace.
These are the steps we took to achieve the campaign’s goals:
To reach broad exposure among Iranian audiences, we published clips from an exclusive interview we conducted in Persian with the IDF Spokesperson. The clips were shared in collaboration with the official Persian-language IDF account, which has millions of viewers in Iran.
The first video served as our initial step toward reaching an Iranian audience and signaling to the algorithm that our content was relevant to them. In addition, the videos highlighted the warm attitude of many Iranians toward Israelis and their desire for change in the Middle East, while also showing the Israeli public that they are genuine partners for peace.
Following the release of the first video, we produced and published the official campaign launch video, reinforcing our core message. This video was intended both to mobilize an Israeli audience and to reach Iranians directly with our message.
We added Persian subtitles to the videos and consulted with Israeli experts on Iran, who advised us on how to approach the campaign effectively.
Before publishing the launch video, we successfully recruited leading Israeli influencers to participate voluntarily. They filmed themselves saying the slogan, “Israelis and Iranians stand together,” and shared the video on their major platforms. Among them was the lead singer of Orphaned Land, an internationally recognized band with fans worldwide, particularly in the Middle East.
We also uploaded their videos to our Instagram Stories and saved them in a dedicated Highlight, alongside additional videos from viewers who wanted to participate in the campaign.
In the launch video, we encouraged viewers to take an active role in the campaign and share related content.
We created a distinctive campaign hashtag, #IL❤️IR, enabling others to tag their posts and amplify the message.
We also designed a dedicated Story image that visually expressed solidarity between Israelis and Iranians through a unique design, which everyone could share.
Following the launch, we released a series of additional campaign materials:
All videos were published on Instagram, TikTok, YouTube, and Facebook. Posts and Stories were shared on Instagram and Facebook.
Alongside all publications, we maintained daily communication with Iranians who reached out to us, building genuine and meaningful connections. Influencers and followers who participated in the campaign also shared their conversations with individuals inside Iran.
To extend the campaign beyond social media, we presented it to major Israeli news outlets in order to secure media coverage, which we successfully achieved, as detailed below.
The campaign quickly went viral, alongside tens of thousands of heartwarming responses from Israelis and Iranians!
The campaign content reached millions of views and generated tens of thousands of shares. The image we created for Instagram Stories was shared by people around the world.
We became the only Israeli page during the war to receive official collaboration from the Persian-language IDF Spokesperson account. The account co-published two videos with us in collaboration format, shared the campaign image, and posted an additional message of solidarity in which it tagged the campaign.
We were featured by the largest media outlets in Israel:
We also gained a significant new Iranian audience. Since the campaign, 10% of our Instagram followers are from Iran.
But beyond the numbers, the powerful messages we received from Iranians were the true measure of success.
They clearly expressed their desire for a shared future in the Middle East, a reality in which we travel to visit one another, collaborate, and maintain warm relations. Even during a difficult time of war, the Iranians who reached out to us held on to hope for the day this could become reality. In the meantime, we maintained supportive, positive, and caring relationships with one another through social media.
