Responsible Statecraft on Wednesday published an investigative report uncovering how the Israeli government is secretly bankrolling a vast social media influence campaign, paying Western content creators thousands of dollars per post to launder pro-"Israel" propaganda online as Palestinian civilians continue to be massacred in Gaza.

The investigation, authored by Nick Cleveland-Stout, reveals that Prime Minister Benjamin Netanyahu personally endorsed the effort, urging Israeli officials and media allies to coordinate messaging through paid influencers.

"We have to fight back. How do we fight back? Our influencers. I think you should also talk to them if you have a chance, to that community, they are very important," Netanyahu said at a closed-door meeting Friday, openly acknowledging the regime's strategy to shape public opinion through paid social media figures.

According to US filings under the Foreign Agents Registration Act (FARA), "Israel's" Ministry of Foreign Affairs contracted Bridge Partners, a Washington DC-based lobbying and public relations firm, to manage the covert operation, codenamed the "Esther Project." The project, coordinated with Havas Media Group Germany, carries a budget of $900,000, spanning June to November 2025.

After subtracting legal and administrative costs, approximately $552,946 was allocated for direct influencer payments between June and September. With 75 to 90 paid posts projected in that timeframe, each influencer could be earning between $6,100 and $7,300 per post, effectively turning social media feeds into a battlefield of paid Israeli state messaging.

Neither Havas nor Bridge Partners responded to questions from reporters seeking clarity on which influencers were hired or what guidelines governed their content.

State-funded disinformation during genocide

The documents show the operation was deliberately routed through US intermediaries to conceal direct Israeli sponsorship, allowing Tel Aviv to flood Western platforms like TikTok and Instagram with state-crafted narratives while evading transparency laws.

Bridge Partners' co-founders, Yair Levi and Uri Steinberg, each hold a 50 percent stake in the firm. Among their senior advisors is Nadav Shtrauchler, a former Israeli army Spokesperson Unit major, a division notorious for whitewashing Israeli war crimes and manipulating wartime coverage.

For legal counsel, the firm hired Pillsbury Winthrop Shaw Pittman, a US law firm previously linked to NSO Group, the spyware company behind Pegasus, which has been used to surveil journalists, activists, and Palestinian human rights defenders.

The "Esther Project" represents a new frontier in "Israel's" propaganda machine, weaponizing Western influencer culture to sanitize a campaign that has killed tens of thousands of Palestinians, mostly women and children, under what UN investigators have deemed acts of genocide.

Digital warfare and Western complicity

The name "Esther Project" bears resemblance to the Heritage Foundation's "Project Esther", a US initiative that seeks to brand critics of "Israel" as antisemites or terrorist sympathizers. While no formal link has been proven, both efforts reflect a shared strategy: criminalize solidarity with Palestine while amplifying pro-"Israel" voices through digital media manipulation.

Analysts warn that such state-funded disinformation campaigns not only distort reality but also exploit Western audiences' ignorance, turning popular culture and lifestyle platforms into tools of psychological warfare. 

"We have to fight back," Netanyahu told his aides, a statement critics say lays bare the government's reliance on paid influence rather than truth to maintain Western support.

The investigation by the Responsible Statecraft offers a rare glimpse into how "Israel" is exporting its information war into Western social media ecosystems, spending public funds to drown out Palestinian voices and whitewash atrocities in Gaza.

Read more: Project Esther; right-wing scheme to liquidate pro-Palestine movement