JERUSALEM: Giant billboards calling for “peace” and “normalization” with Israel appeared across the streets of Tel Aviv and Jerusalem on Sunday, thrusting key U.S. officials into the center of Israel’s ongoing diplomatic conversation just before a major presidential visit.
The campaign, organized by the “Regional Security Coalition,” a group established last year to enhance Israel’s security through regional cooperation, prominently features U.S. figures credited with brokering the recent Gaza ceasefire deal. The images display U.S. President Donald Trump, Secretary of State Marco Rubio, Washington envoy Steve Witkoff, and former senior advisor Jared Kushner, Trump’s son-in-law, whose name has been central to the administration’s Middle East policy.
The figures are accompanied by bold calls to action, including “Peace Makers in the Middle East,” “Don’t Stop Now,” and “Continue the Path to Normalization.”
A notable element of the campaign that gained immediate traction on social media was the absence of Israeli Prime Minister Benjamin Netanyahu from the high-profile billboards. The omission was widely commented on, suggesting a move by the coalition to highlight the American role in the current diplomatic push or to signal a desire for a post-conflict direction driven by the U.S.-led team.
The campaign’s message directly aligns with the broader goals of expanding the Abraham Accords, which forged diplomatic ties between Israel and several Arab nations during Trump’s first term.
The billboard initiative coincides with a critical diplomatic window. President Trump is scheduled to arrive in Israel on Monday for a visit that will include an address to the Knesset, before heading to Egypt to attend a peace summit in Sharm El Sheikh. The summit aims to solidify a comprehensive end to the devastating Gaza war.
The U.S. diplomatic push has already yielded a significant breakthrough. Israel and Hamas have agreed on the first phase of Trump’s 20-point plan to end the conflict.
