Israel’s Foreign Ministry has allocated 545 million shekels (approximately $145 million) for a new initiative known as “Project 545,” aimed at promoting pro-Israel messaging across digital platforms, according to a report from Israeli outlet Ynet. The campaign focuses on using social media and artificial intelligence systems to shape public opinion, particularly in the United States.
Part of this effort includes a $6 million contract with Clock Tower X LLC, a U.S. firm run by Brad Parscale, Donald Trump’s former campaign manager and senior adviser. The firm is tasked with running targeted digital influence campaigns aimed largely at Gen Z users through platforms such as TikTok, YouTube, and Instagram.
Documents filed under the Foreign Agents Registration Act (FARA) reveal that the campaign’s strategy includes efforts to influence the output of AI platforms such as ChatGPT and Google Gemini by flooding the internet with pro-Israel content. The intent is to manipulate the algorithms that drive these systems, ensuring that Israel-friendly narratives appear more prominently in searches and AI-generated content.
The filings name the State of Israel as the foreign principal. Funding for the project is routed through the advertising agency Havas Media. Clock Tower X registered as a foreign agent with the U.S. Department of Justice on September 18, 2025.
In a separate but related campaign, new FARA documents also reveal the existence of “Project Esther,” a Foreign Ministry-funded influencer initiative designed to promote Israel through cultural messaging and soft power. The contract was signed by Bridges Partners LLC, a firm led by Uri Steinberg, Israel’s former tourism commissioner for North America. The company is working with Havas Media Germany on behalf of the Israeli government.
The documents describe a multi-phase influencer strategy valued at a minimum of $400,000. This includes recruiting influencers, producing content, and distributing paid posts aimed at American audiences. Though officially described as a program to promote “cultural interchange,” the campaign is structured to subtly reinforce pro-Israel narratives through familiar, mainstream social media channels.
Together, Project 545 and Project Esther represent a coordinated attempt by the Israeli government to shape U.S. public opinion using both algorithmic tactics and influencer marketing. One campaign focuses on saturating digital and AI platforms with content to influence how information is discovered and presented, while the other relies on curated cultural messaging to build public goodwill and acceptance.
Both campaigns were disclosed through recent FARA filings submitted in September 2025.
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