According to the show's teaser: "I'd like you to pause for a moment and think about Israel. What's in your head right now probably depends on what you think of the country, it's leaders and their policies. But whatever your views of those things, I'll bet you're not thinking about life-saving medical research. And that's where Amir Gissin comes in. Israel What Amir Gissin is describing is the first part of a campaign to change Israel's brand. The idea began two years ago in Tel Aviv when then Israeli Foreign Minister Tzipi Livni was speaking to a group of diplomats, public relations executives and branding specialists. She told them that Israel had a problem and that it needed to change its image abroad. Tzipi Livni is now Israel's Prime Minister designate. Her idea is now a government-backed plan. Toronto is the first target. And Amir Gissin — Israel's Consul General in Toronto — is with us again to tell us more."
To listen to the full interview click here and go to Part 3.