Our Story
Founded in 2001, Israel at Heart was born from a simple but urgent mission: to reshape how Israel is seen around the world—especially by American and European audiences. We believe the most powerful way to counter distorted headlines, and polarized media is through personal connection and authentic storytelling.
Vision
Too often, Israel is portrayed solely through the lens of conflict—bombings, occupation, and political unrest—while the human stories behind the headlines go untold. Our founder, Joey Low, launched Israel at Heart to bridge that gap: by sending articulate, passionate Israeli university students abroad to engage directly with their peers on college campuses, in synagogues, churches, and community centers. These Israeli “ambassadors” don’t follow scripts. They speak from lived experience—sharing stories about family, identity, military service, and the everyday complexity of Israeli life. Through honest dialogue, they spark empathy, foster curiosity, and reveal the diverse and often misunderstood mosaic of Israeli society.
Mission
Israel at heart is an independent entity, whose single concern is the well being of Israel. We wish to do everything we can to promote a better understanding of Israel and its people. We are not part of any Jewish organization, do not represent any government agency or political party and are, therefore, free to express ourselves in any way we wish. We believe that Israel has been unfairly portrayed in the media. It is not simply that it has gotten a bad deal from the world press, but more importantly, its significance as the only free democratic society in the Middle East has not been conveyed to the public at large. We are hopeful that if Americans truly understood what their Israeli counterparts are going through, they would be more supportive of Israel’s struggle. While we aim to reach as diverse a group as possible, we have specifically chosen college campuses as the centerpiece of this effort. By targeting the leaders of tomorrow and one of the most misinformed groups, we think we can have the greatest impact. Accordingly, we think Israel’s best ambassadors are likely well-educated students that are fluent in English. These Israelis have completed their military service and are between the ages of 21 and 27. They carry opinion sets and life stories that demonstrate the diversity within Israeli society-one of its greatest assets. By simply telling the stories of their lives, we hope they can begin to change the way people see Israel and its people.
