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A former top Trump campaign official has signed a $6 million contract with the Israeli government to lead a US-based digital campaign targeting Gen Z audiences and combating antisemitism.

Some shit you should know before you dig in: According to recent polling from The New York Times and Siena College, American support for Israel has dropped significantly, with only 34% of registered voters now saying their sympathies lie more with Israel in the Israeli-Gaza conflict, down from 47% in December 2023. According to our own internal polling taken on Instagram (not scientific), 23% of our followers support Israel’s military operations in Gaza (a 49% decline from days after the October 7th attacks). Israeli officials have attributed this decline in public sentiment to what they describe as a coordinated wave of propaganda and disinformation pushed by foreign governments, including Qatar, Iran, and China. In response, Israel has dramatically increased its investment in digital public diplomacy, partnering with US-based influencers, especially within Christian conservative circles, to reshape the narrative online.

What’s going on now: In a notable development, Brad Parscale (the former digital director of Donald Trump’s 2016 campaign and briefly his 2020 campaign manager) has registered as a foreign agent for the Israeli government. Parscale, who played a key role in the Trump campaign’s data-driven social media strategy and famously hired Cambridge Analytica, is now leveraging that same expertise through a new firm he leads called Clock Tower X LLC. According to documents filed under the Foreign Agents Registration Act (FARA), Parscale began work for Israel on September 18 and will be paid $6 million to lead a US-based media campaign intended to combat antisemitism, reshape public perception of Israel, and amplify pro-Israel narratives (particularly among Gen Z Americans).

Clock Tower X’s contract outlines an aggressive, tech-forward strategy, with the majority of the content created under the campaign being targeted to younger audiences on platforms like TikTok and Instagram. Beyond traditional influencer marketing, the firm will also deploy AI-powered SEO tools to optimize search engine visibility and build new websites designed to influence how AI platforms like ChatGPT frame and respond to Israel-related topics.

The campaign is also being integrated into conservative media ecosystems through partnerships with outlets like the Salem Media Network, where Parscale now serves as chief strategy officer. Salem (a major player in right-wing Christian media) has a large national radio network that reaches millions of Americans daily.

The contract was arranged through Israel’s Ministry of Foreign Affairs, specifically via Eran Shayovich, the chief of staff who spearheads a public diplomacy initiative known as Project 545.