The IDF spokesman’s office created a stir in early June by releasing a photo of two ostensibly homosexual soldiers holdings hands. But the great gay photo-op turned into a flop when it was outed as a fake. The hasbara (public diplomacy) message “did you know the IDF treats all its soldiers equally?” was lost in the commentary. The packaging of the photo may not have been as ill-conceived as the 2007 ad campaign the government helped arrange in which former female soldiers were used as models by Maxim magazine. CNN paraphrased the story as “soldiers show skin for PR campaign.”
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