Putting faces to a national inferstructure debate.

Throughout the 2010s, Israel’s central economic challenge was housing. In response, the government established a new planning committee to identify land for development — much of it belonging to farmers and agricultural communities.

ARCI (the Association of Regional Councils in Israel) was a long-standing client, but this development required a more focused campaign. Rather than engage solely with policy arguments and data, we chose to reframe the debate around the people directly affected.

At a major government conference promoting the plan, I wrote and produced a short documentary highlighting the impact on farmers and rural communities. Screened on the main stage, it shifted the tone of the discussion and served as the foundation for a broader campaign — including targeted media coverage, advertising, and supporting academic research.

While the committee was ultimately established, the campaign led to meaningful limitations on its powers and scope. It was approved for a limited time only and required to include an ARCI representative in all of its proceedings.