(SF)

Original Story Here



JERUSALEM -- A new public relations effort by Israel's New York consulate is trying to sell the country by showcasing its beautiful female ex-soldiers in a men's magazine.

A spread in the upcoming July issue of the U.S. lad mag Maxim features a roster of Israeli models, all former soldiers, photographed wearing very little in the cause of their country.

Headlined "Women of the Israel Defense Forces," the campaign has already been criticized as inappropriate in Israel.

The idea originated in the media office at Israel's consulate in New York, where research showed that Israel meant little to young American men.

Maxim's popularity with that demographic led to the partnership.

The consulate and Maxim launched the Israel-themed photo shoot at a glitzy event in Manhattan.

But in Israel, the campaign drew an angry reaction from lawmaker Colette Avital. The former diplomat who served as Israel's consul-general in New York in the 1990s said the country definitely has a public relations problem.

But she said she doesn't think the Maxim shoot helps Israel's image.

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