The Israeli Ministry of Foreign Affairs has been quietly funding an influence campaign to shape American public opinion and promote pro-Israel content. Dubbed the "Esther Project," this mobile marketing initiative aims to sway opinions among evangelical Christian influencers, who have strong ties to former President Donald Trump's family members.
Bridges Partners LLC, a company formed in Delaware by two Israeli consultants, Uri Steinberg and Yair Levi, is behind the Esther Project. The firm has been paying Pentecostal consultants with links to Trump family members to create pro-Israel content on social media platforms. One of these consultants, Matt Brown, an evangelist with 1 million Facebook followers, received $7,880 from Bridges Partners for consulting services.
The Esther Project is a well-funded campaign that aims to maintain support for Israel among American religious conservatives. This mobile marketing effort runs through Havas Media Group, a Germany-based organization, and has been linked to Brad Parscale, who runs a right-wing media company partially owned by Donald Trump Jr. and Lara Trump.
In addition to the Esther Project, two other similar campaigns have been launched in recent months. One will pay a California company to deliver pro-Israel ads to attendees at Christian colleges and churches in Western U.S. states using geofencing technology. Another effort will give Brad Parscale $6 million to create pro-Israel media for Gen Z audiences using predictive AI.
Steinberg, the director of CityServe Israel, has long partnered with American evangelical leaders, including Matt Brown and Mark Forrester, a chief communications officer for Assemblies of God. Steinberg's connections in the evangelical community have been instrumental in cultivating support for Israel among American religious conservatives.
The Esther Project's links to Parscale and evangelical Christian advisors have not yet been reported. However, it is clear that this mobile marketing campaign is designed to shape public opinion and promote pro-Israel content through a network of influential social media personalities.
With the American popular support for Israel's actions in Palestine continuing to wane, the Israeli Ministry of Foreign Affairs is investing heavily in these kinds of influence campaigns. As the Esther Project demonstrates, mobile marketing is becoming an increasingly important tool for shaping public opinion and promoting pro-Israel content among evangelical Christian influencers.