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A new Israeli government Web site urges Jews to let the world know that Israelis don't ride around on camels.

The homepage of www.masbirim.gov.il, established recently by Yuli Edelstein, minister of public affairs and Diaspora, shows a video of a fake television reporter explaining that camels are Israelis' main means of transportation in the desert (where he says they live) and are even part of the Israeli cavalry.

Through sections like "Israel in the World: Myth Facing Reality," "Israel and the Arab World," "Israeli History," and "Tips for the Beginner Ambassador," the site tries to equip Jews with the proper tools to debunk the camel myth, among others, and speak intelligently about real facets of Israel like its booming high tech sector. The site is currently only in Hebrew, but an English version should be up in two weeks, Edelstein spokesman Eran Sidis wrote in an email to The Jewish State, allowing American Jews and others in the Diaspora to more easily take part in this public relations mission.

A poll commissioned by Edelstein revealed that 91 percent of Israelis believe the country has a poor international image, and 85 percent want to personally help improve that image, Edelstein said in a statement.

Joel Lion, consul for media affairs at the Consulate General of Israel in New York, told The Jewish State that the Web site -- among other recent government initiatives such as issuing Hebrew-language pamphlets to passengers on Israeli airlines and offering coaching courses to groups heading abroad -- gives the "taxi driver from Ramat Gan" (the Israeli version of the "Average Joe") some answers for people who claim that Israel is a country of "camels and Arab killers."

"The Web site tries to answer some problems that the Israeli has," Lion said. "The Israeli has the feeling that we have to change something."

The Israeli government hopes that every Israeli will have the chance to be an ambassador for the country whenever he leaves, for tourism or other purposes, Lion said. The homepage of the new Web site asks Israelis: "You intend to travel abroad? There are people from other countries visiting [Israel]? So you, be ambassadors of Israel!" The name of the site, "Masbirim," is literally translated as "explainers" but in this case is used to mean public affairs ambassadors. "Hasbara" is the Israeli term for public affairs.

The next step in Israel's project will be enabling American Jews and others worldwide to also serve as de facto public affairs ambassadors, Lion said. The best ambassadors who aren't Israeli are Jews who have at least visited Israel, on trips like Birthright, and can talk about what the "real Israel" is and recount their experiences there, he said.

Part of that can be accomplished by reading and recommending books like "Start-up Nation: The Story of Israel's Economic Miracle" by Dan Senor and Saul Singer, which explains how Israel is became a nation of technology and advancement, Lion said.

Lion said the Goldstone report, which accuses Israel of committing war crimes in Gaza, has also contributed to Israel's image problem. If one walks into a room and asks who is in favor of human rights, gay rights, and women's rights, and who likes technology and advancement, everybody will stand up, but in the same room, nobody will stand when asked who is in favor of Israel, Lion said.

"It's part of the delegitimization of Israel," Lion said of the Goldstone report.

At a New York press conference attended by The Jewish State on Jan. 26, Edelstein said it's important for the international community to see Israel beyond the narrative of conflict and war that dominates the media.

"I know it sounds like a cliche, but changing the minds of what people think about when they think about Israel," Edelstein said, citing Tel-Aviv's nightlife, Jerusalem's holy sites, and the vigorous political debates that take place within the country.

Edelstein said promoting a more positive image of Israel is most effectively accomplished through grassroots programs like Birthright and the Maccabiah Games or online social networks like Twitter and Facebook. The best "hasbara" is proactive rather than defensive, he said.

"When I say being on offense, I don't mean spitting and yelling," Edelstein said. "We have a story to tell."