Because there's no shame in airing Israel's diry laundry in public.

How Israel tries to clean up its image as a violator of Palestinian human rights through misleading LGBT, environmental and Jewish identity PR campaigns.

Pinkwashing Greenwashing Bluewashing
A project of Jewish Voice for Peace

“Brand Israel” and Pinkwashing: Introduction

Israel’s reputation has become increasingly unpopular around the world (in the 2010 EastWests’s global nation brands perception index, Israel was ranked 176 out of 200, behind Russia) largely because of its violations of International laws and human rights abuses. In 2006, the Israeli Ministry of Foreign Affairs launched a “Brand Israel” campaign in an increasingly desperate attempt to divert attention away from Israel’s treatment of Palestinians by promoting Israel’s technology, medicine, culture, and tourism.

In a February 2010 policy paper, the Reut Institute, an Israeli think tank, claimed that attempts to “delegitimize” Israel by promoting Palestinian rights and supporting the boycott, divestment, and sanction movement (BDS) are radiating from “hubs” in the West.  According to the report, supporters of Israeli policy must react by launching a counter-campaign that rebrands Israel in these hubs, which include London, Toronto, Madrid, and the Bay Area.  In the last few years, as part of this attempt to re-brand Israel as a “progressive democracy,” the Foreign Ministry and other Israel advocacy organizations have begun promoting Israel’s support for gay rights as part of its supposedly advanced culture.