OpEd: Israel Missed a Public Relations Opportunity Responding to Greta Thunberg’s Gaza Stunt

By Yakov Nayerman

SAN DIEGO — A few years ago, I was sitting with some American friends—Catholics. The conversation turned to Israel and how unfairly it’s portrayed in the American media. Then the hostess, Cheryl—a very intelligent woman—suddenly said:

“You can roughly divide all Americans into three groups. The first—about 10%—are those who unconditionally support Israel. The second—around 20%—are those who categorically reject it. And the remaining 70% are in the middle. They’re neither for nor against—it’s just not something they think much about. And you,” she said, “talk about Israel, but only among yourselves, among those who already agree with you—those same 10%. But if you want to change anything, you have to talk to the other 70%.”

That was about five years ago. And unfortunately, the proportions have shifted—not in Israel’s favor. Today, those “neutral” ones might be just 50%, if we’re lucky. But Cheryl’s point is more relevant than ever.

Right now, there’s a real war going on—a battle for the minds of that very 50%. And it’s clear that Israel is losing. Losing, perhaps, because it’s barely fighting. While Israel’s enemies are actively engaging that part of society—and with considerable success.

Meanwhile, we keep repeating the same things to ourselves—and to those who already agree with us—staying within that familiar 10%.

Too often, especially among Israeli acquaintances, I hear a kind of passive resignation about shaping public opinion abroad. “We’re used to it,” they say. “We’re always blamed anyway. All the UN resolutions are against us, and there’s nothing we can do. So, we might as well ignore it and just carry on.”

But that’s a luxury only a large authoritarian regime can afford—one whose policies aren’t really influenced by public opinion in the West.

A small country like Israel—effectively an island, entirely dependent on the support of democratic regimes around the world—simply cannot afford such complacency.

We’re seeing billions of dollars poured into anti-Israel campaigns on American campuses and in the media. Meanwhile, the counter-effort is barely visible. It exists—but it’s minimal. What we mostly hear is a chorus of tired complaints: “What can we do? Antisemitism has always existed and always will. It’s like gravity…”

I disagree.

Let’s take the case of that psychopathic “captain,” Greta Thunberg.

The 100 kilograms of flour and 250 kilograms of rice aboard the Madleen were never meant to provide meaningful humanitarian aid—it would barely feed 100 people for a week. The voyage was a symbolic act of anti-Israel propaganda.

I had hoped Israel would seize the opportunity and turn it into an effective counter-move. Especially when these self-proclaimed “truth-seekers” refused to watch a documentary on the Hamas-led October 7 massacre, making their bias painfully clear. This could have been the perfect moment for Israel to show the world that it supports humanitarian aid to Gaza—so long as it doesn’t go through Hamas.

Israel could have allowed the group to deliver their cargo under supervision, even expressed appreciation for the gesture. That would have shown:

• Israel opposes Hamas, not the Palestinian people.
• Israel supports peaceful, transparent humanitarian efforts—even from critics.
• Israel is strong enough to engage with dissent without fear.

Such an approach would have shifted the burden:

• If Hamas blocked the aid, their control would be exposed.
• If Thunberg acknowledged cooperation, it would challenge the usual narrative.
• If activists saw that official channels work, pressure tactics might lose appeal.

Instead, the activists were deported—as expected.

And yes, it was another missed opportunity for Israel to turn propaganda on its head.

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Yakov Nayerman is a freelance writer based in San Diego