The boycott, divestment and sanctions movement is making progress because it possesses three weapons. It has the intellectual high ground after a half-century of tireless effort to shape the discourse, even as friends of Israel thought it was enough to have the attention of VIP ears. It has a global social movement led by experienced activists in a myriad of civil society organizations, while friends of Israel have preferred consultants, branding and PR. And – this is a reproach from a lifelong friend of Israel – it has Israeli politicians whose policies, rhetoric and tone too often creates an environment in which BDS can flourish.

Disarming the BDS movement of each weapon is the key to beating it.

In partnership with many others, my organization, the Britain Israel Communications and Research Centre, also known as BICOM, has pioneered a new, long-term approach to defeating BDS movement. We combine deep intellectual counter-framing, resonant with the values of our key audiences, via our online journal Fathom, with a ferocious ground war waged by We Believe in Israel, a hub of grassroots activity networked with a myriad of civil society groups. Both are linked closely to long-term dialogue and relationship-building with the UK’s elite opinion formers and decision makers.

But we need help from Israel.

If Israel wants to keep the BDS movement from turning it into a pariah state, it must understand that the single biggest driver of perceptions of Israel in the center ground is Israeli policy, actions and statements, especially regarding the Palestinians, Israel’s Arab citizens and Israel’s liberal democracy. Fair or unfair, the legitimacy of Israel as a Jewish state is tied to its commitment to a viable Palestinian state – and this commitment has to be credible.

Israel does not have to solve the conflict to beat BDS, but it does have to show it is serious about solving it.

Read the article in full at Haaretz.