The campaign, titled I am an Israeli, highlights the stories of nine Israelis—ranging from a Muslim former army officer to an observant Jewish artist and storyteller.
Each individual describes themselves through key identifying attributes, and then finishes by stating that they are an Israeli.
The campaign integrates campus and online elements. At universities across the country there will be hundreds of posters, Israeli speakers, as well as various stalls and events celebrating Israel. There is also a detailed website http://iamanisraeli.me/ that includes profiles and facts about Israeli society, and an extensive social media campaign targeting hundreds of thousands of young Australians.