'Israel' planning $3.2 mln outreach campaign featuring celebrities
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A new $3.2 million Israeli lobbying campaign, led by Show Faith by Works, targets US churches with pro-"Israel" ads and plans to recruit celebrities like Chris Pratt and Steph Curry.
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Chris Pratt poses for a portrait to promote "The Terminal List: Dark Wolf" on Tuesday, August 5, 2025, in New York. (Photo by Matt Licari/Invision/AP)
A newly formed public relations firm, Show Faith by Works, has been contracted to carry out a $3.2 million Israeli lobbying campaign aimed at Christian evangelical churches in the western United States, according to Responsible Statecraft.
The initiative, funded by the Israeli Ministry of Foreign Affairs, seeks to strengthen pro-"Israel" sentiment among Christian communities while linking Palestinians with what the firm describes as “extremist factors.”
According to documents filed under the Foreign Agents Registration Act (FARA), the campaign will run through December and includes digital targeting, celebrity engagement, and an extensive church outreach program.
Show Faith by Works targets churches across the West
Show Faith by Works, according to the Responsible Statecraft piece, plans to use “geofencing,” a location-based digital marketing method, to target major churches in California, Arizona, Nevada, and Colorado during worship times. The firm aims to reach an estimated 3.8 million churchgoers, with expectations that 5–10% will engage by attending events or signing pledges.
The company also intends to visit churches and colleges with a mobile exhibit called the “10/7 Experience,” showcasing footage and messaging from the “IDF explaining the difficulty of fighting bad guys in hostile territory with civilians.”
Read more: 'Israel' pays influencers $7K per post to whitewash Gaza genocide
Celebrity names like Chris Pratt and Steph Curry floated
An early presentation by Show Faith by Works listed a series of potential “Christian Celebrity Spokespeople” for "Israel," including actors Chris Pratt and Jon Voight, NBA player Steph Curry, and former NFL quarterback Tim Tebow, among others.
According to the document, these celebrities would be expected to “deliver pro-Israel messaging” as part of the campaign’s broader strategy to influence younger and more digitally connected evangelical audiences.
However, Show Faith by Works’ project head Chad Schnitger said that none of the listed celebrities have been contacted, describing the proposal as an “early planning document.”
“We’re very proud of the way the project has grown since these early planning sessions,” Schnitger told The Rolling Stone. “We’re eager to show it to the world once we get more details and materials in place.”
Digital targeting and pro-'Israel' messaging strategy
The campaign describes itself as the “largest geofencing and targeted Christian digital campaign ever.” It includes location-based advertising, pro-Israel social media posts, and sponsored influencer content.
Show Faith by Works also plans to coordinate with the Israeli consulate in Los Angeles, which oversees the region, and to channel much of its work through Havas Media Network, a global marketing firm already working with the Israeli government.
The firm’s internal documents outline two messaging tracks: one labeled “Pro-Israel” and another titled “Anti-Palestinian State.” Among the talking points are claims that “Palestinian and Iranian goals are not land-focused, but genocidal,” and that “Palestinians elect Hamas’s leadership.”
Critics warn of propaganda and political backlash
The Israeli Ministry of Foreign Affairs official overseeing the project, Eran Shayovich, also directs “Project 545,” a broader initiative to bolster “Israel’s” global messaging and digital communication strategy.
Shayovich has also been linked to efforts involving Brad Parscale, former campaign manager for US President Donald Trump, in developing websites and content to train artificial intelligence tools to promote "Israel’s" narratives online.
Critics warn that the campaign could blur lines between diplomacy and propaganda, as it aims to reshape narratives within US religious institutions while countering growing support for Palestine among younger Christians.
Polls show a generational divide: while 72% of white evangelical Protestants still hold favorable views of "Israel," younger evangelicals are far more skeptical. A 2021 Barna Group poll, conducted before October 7, 2023, found that support among evangelicals aged 18–29 had dropped from 75% to 34%.
As the campaign rolls out, Show Faith by Works insists that its materials are “vetted through teams of Christian pastors.” Yet, questions remain over transparency, foreign influence, and the ethics of targeting worshippers for political messaging.
