We do not have huge resources as big countries have. A good interview, some warm words, a big smile- all these can make a big impact.
H.E. Yossi Avni-Levy Israeli Ambassador to Lithuania
What makes you unique in contributing to the image of the Jewish community around the world?
Israel and Jews are very similar concepts, but they are not the same. I represent the State of Israel, not the Jewish communities, but in so many issues we have a same position. Not only regarding the memory of the holocaust, but also the fact that we are one Nation: some of us were born in Israel or made Aliyya, others preferred to stay citizens of other countries. It is all legitimate.
What kind of content would be appropriate on diplomats’ social media?
For an Ambassador of a small state as Israel, social media is a powerful tool. We do not have huge resources as big countries have. A good interview, some warm words, a big smile- all these can make a big impact/ especially if you are serving in a lovely place as Serbia, where you easily fall in love with the energetic rhythm of the people around.
What online communication strategies does the MFA recommend to fight against negative image and prejudices on social networks?
We try to speak in one term and one language with the Jewish communities. However, we do not interfere in their decisions and for sure do not 'dictate' them what to do. They are in most case not citizens of Israel.
We try to tell the truth. The truth is the best tool. Israel is a wonderful country. A homeland which was rebuilt. A creative young country with open minded people and deep human values. Only in Israel all believers can practice freely their religion. Only in Israel you can see a gay parade with 100.000 happy participants. So, we try to tell our real story via social media, internet, short films and other smart ways. We also do a good job in fighting back the racist and nasty BDS movement, which is in many cases antisemitic and poisonous,
Please present us your homeland in a few words or photos, videos or even a quote?
Israel. I see my mom holding my hand, smelling the first rain we've been anticipating for ten months, and lemon trees in April along the coast - this is my childhood. And of course, Mom's kitchen is the heart of the home kingdom. The food made from the simplest of products with great affection was wonderful.
"We try to tell the truth. The truth is the best tool. Israel is a wonderful country. A homeland which was rebuilt. A creative young country with open minded people and deep human values."
How is the message about Holocaust being delivered today; would you change anything?
I believe we succeeded in educating the Holocaust and the need to remember the victims. The 5th International Forum in Jerusalem Yad Vashem memorial this January was a huge success. However, there are still many people denying the Holocaust, in right wing movements, among the radical left wing and in big numbers among some Muslims in Europe, especially immigrants who brought with them antisemitic tendencies, sometimes violent.
In your book you shared a very intimate, personal story about finding love and starting a family. Why don't you share some worthy moments on socials?
Who said I don’t? I did tell my story on many occasions, also here in Vilnius. Just this week I had a very intimate interview in Zmones (people) magazine. I always say I am proud to be Jewish, Israeli, Zionist, ambassador, father, author and gay. The order doesn’t matter.
You were appointed as an ambassador to Lithuania last year. On your twitter account it stands: Israeli diplomat @IsraelMFA Former Ambassador to #Serbia, Author…?
Well, if it is so I’ll fix it immediately… let me confess I don’t use twitter enough. I still prefer Facebook and Instagram. I have to be better in twitter, I agree. 😊
marko vukojević
