PM's Office Reveals $12,000 Cost of Controversial Influencer Campaign

The Prime Minister's Office has disclosed that a controversial influencer campaign, launched by the Haredi Authority ahead of the Tisha B'Av fast, cost approximately 45,000 shekels (about $12,000 USD). The revelation follows a freedom of information request filed by the organization "Tzlm".

The campaign, which featured six social media influencers sharing recipes for the pre-fast meal, drew significant public criticism for its use of public funds. The videos were marked as "in cooperation with the Haredi Authority in the Prime Minister's Office."

In response to "Tzlm's" request, the Prime Minister's Office confirmed the campaign's cost and identified the six participating influencers: Sarah Shababou, Yael Tzin, Elisheva Rosenblum, Nana Halperin, Moran Cohen, and Katrin Nemani. However, the office did not specify the individual payments made to each influencer.

Further details revealed that four companies competed for the contract to execute the campaign: Sar Media, Story Media, Gil Media, and Roberto. Story Media was ultimately selected.

The campaign sparked backlash online, with journalist Meirov Saber criticizing the authority for spending tens of thousands of shekels on "trash influencers" for videos about spiritual preparation for Tisha B'Av, instead of focusing on essential issues like accessible higher education for the Haredi community.

"Tzlm" echoed this sentiment, stating, "There are so many things to promote in the Haredi society, English studies, road safety, and countless other things. It's a shame the Authority is burning money for recipes instead of things that are truly important."