A new pro-Israeli initiative is seeking to fight back against those calling for a boycott of Israel by boycotting them. Israel First aims to reduce the damage wreaked by BDS (boycott, divestment and sanctions) campaigns by putting anti-Israel campaigners on the defensive. Within its first six months, the campaign has already attracted the interest of 10,000 supporters who have registered to enlist their help.

Over the last few years, the anti-Israel BDS movement has been gaining momentum, as numerous artists have cancelled planned gigs in Israel. With performances of Israeli musicians and sportsmen abroad being regularly targeted for political stunts and anti-Israel bile, a new group of Israelis and supporters of Israel fed up of the hatred is seeking to change the situation by directly challenging anti-Israel campaigners.

As opposed to the dozens of organizations which counteract BDS via more traditional means such as educational material and lectures, Israel First instead proposes to a more aggressive, direct approach. “The initiative mobilises supporters of Israel around the world to engage in guerrilla activities against BDS organizers,” Israel First leader Shay Goren explained.

According to a statement released by the organization, Israel First prefers to act under the radar and eschew media attention in favor of maintaining the element of surprise before acting to confront and prevent anti-Israel activities, in the hopes of creating a long-term deterrent.

Tactics include awareness campaigns centered on locating and picketing BDS ringleaders at their workplaces with signs and slogans, sometimes lasting a number of days. Other strategies involve online campaigns opposing BDS activities designed to prevent Israelis participating in events abroad.

One such event occurred in December, when Israeli football team Hapoel Be’er Sheva travelled to the United Kingdom to play Southampton Football Club in the UEFA Europa League. In an email exchange with Walla, Goren confirmed that about a week prior to the game, Israel First received information about a planned aggressive attempt by about 400 BDS supporters to sabotage the match and “prevent the team from participating in the tournament”.

Goren explained that Israel First identified two prominent BDS leaders: an international relations student in a local student, and an employee of the local town hall. Israel First activists then arrived at the university and the town hall to distribute material publicizing the BDS leaders’ quotes and support for terror. This had an immediate effect led to both of them reconsidering their course of action. The campaign at the town hall was especially effective, with the employee suspended from work and is awaiting the results of a hearing regarding his future there.

“The Southampton event was successful with meaningful results in terms of the personal damage caused to the [BDS] leaders,” wrote Goren. “It shows that the initiative’s focus has been proven feasible and effective.”

Israel First has also started to organize responses online to those calling for boycotts against Israel. After political activist and occasional Pink Floyd front man Roger Waters issued a public plea to acclaimed chemical duo Chemical Brothers, calling on them to cancel a planned show in Tel Aviv in November 2016, Israel First responded by calling on supporters of Israel to smash Waters’ “Wall of Hate”, and stand against his “obsessive anti-Israel activity”. Israel First instigated a Twitter campaign, using the hashtag #BrothersAgainstBDS. The campaign called on Israel supporters to publicly stand with the Manchester band, and thank them for coming to Israel.

On the day of the show, Israel First recorded Israelis attending the gig who thanked Chemical Brothers for withstanding the pressure, and delivered messages of peace and tolerance. "Yes to peace, yes to music, yes to co-existence, no hate" said one music lover. "Roger Waters, find a hobby", implored another.

Israel First facebook page