Israeli Parties Unveil Campaign Strategies Ahead of Crucial Elections

With exactly one month remaining until elections widely considered the most pivotal in Israel's history, political parties are launching their campaign strategies. The political landscape is already dominated by billboards, with each party preparing a core message for the coming period, culminating on October 27th. While the Likud, led by Benjamin Netanyahu, and the "Yashr!" party, headed by Gadi Eisenkot, are focusing their campaigns on the question of who will be the next leader, other parties aim to increase their power or simply cross the electoral threshold.

The Likud's campaign centers on two main fronts: the political-security and the political. Under the slogan "We Will Not Surrender," it highlights Netanyahu's achievements during the war following the October 7th attacks, emphasizing his long-standing ability to navigate domestic and international pressures to protect Israel's interests. The campaign also employs negative tactics against Eisenkot, mocking his English proficiency and perceived lack of experience. Politically, the Likud stresses that Eisenkot might form a government with Arab parties, a scenario currently unlikely according to polls. Netanyahu's campaign is active on social media and in the field, with fewer appearances in mainstream media, and he is visiting key cities to boost voter turnout.

Gadi Eisenkot's "Yashr!" party is focusing on his leadership and ability to rebuild Israel after the war, highlighting the Netanyahu government's attempts to pass draft exemption laws. His campaign portrays him as an authentic, new leader, contrasting with Netanyahu. "Yashr!" aims to position itself as a ruling party, having recently become the largest in Israel according to polls. The campaign is also targeting traditional Likud strongholds and is active on social media.

Other parties are also defining their campaign messages. Otzma Yehudit, led by Itamar Ben-Gvir, focuses on his controversial police and prison service reforms, particularly stricter conditions for security prisoners and the death penalty law for terrorists. Ben-Gvir seeks to grow at the expense of Likud and Shas, targeting young voters on social media and positioning himself as an alternative to Netanyahu. Former Prime Minister Naftali Bennett's "Achdut" party is running a largely positive campaign focused on work and rehabilitation plans for citizens, emphasizing security, cost of living, and education. The party is targeting undecided voters between blocs and those within the anti-Netanyahu bloc. The Religious Zionism party, led by Bezalel Smotrich, focuses on his "revolution in Judea and Samaria" and aims to instill pride in its ideological base, while acknowledging the weakness of the ultra-Orthodox draft issue. Yisrael Beiteinu, led by Avigdor Lieberman, presents itself as a Zionist and liberal alternative to the current government, appealing to former Likud voters. The Democrats, led by Yair Golan, emphasize their reliability and commitment not to sit with Netanyahu, the ultra-Orthodox, or Kahanists. Shas and United Torah Judaism are focusing on their traditional voter base, emphasizing unity and adherence to rabbinical directives. Ofer Winter's "Am Israel" party promises "decisiveness" and aims for the Defense Minister role, criticizing Netanyahu's handling of the Gaza conflict. The "Miluimnikim Ve'Kalkalit" party, a union of Yoaz Hendel and Yaron Zelekha, focuses on ultra-Orthodox draft issues and economic reforms. Ra'am, led by Mansour Abbas, campaigns on "influence," seeking to join the coalition to achieve budgets and solutions for the Arab public, while also addressing personal security and the Palestinian issue. The Joint List emphasizes unity and increasing Arab voter turnout, opposing the current government and focusing on Palestinian issues. Benny Gantz's National Unity party is struggling to cross the electoral threshold but maintains a campaign focused on forming a broad Zionist government, highlighting Gantz's past service during difficult times.