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About the Step Trust Program- Building Communication
In recent years in Israel, there has been a growing understanding that it is impossible to build a shared society without communication that reflects it fairly.
Although the Arab community makes up about one-fifth of the country’s population, it receives limited – and at times even distorted – representation in the mainstream Hebrew-language media.
After the events of October 7, 2023, the representation of Arab voices in the public sphere has
declined even further, alongside the strengthening of divisive narratives that undermine trust
The Step Trust Program- Building Communication was established in response to an urgent need: to strengthen trust between Jews and Arabs in Israel by reshaping media framing and amplifying the presence of professional and diverse Arab voices in mainstream media.
The project is based on two proven academic theories – the Contact Hypothesis and the Framing Model – both emphasizing the potential of equal interactions and balanced representation to reduce stereotypes and strengthen a sense of belonging.
The project is based on two proven academic theories – the Contact Hypothesis and the Framing Model – both emphasizing the potential of equal interactions and balanced representation to reduce stereotypes and strengthen a sense of belonging.
Increase the number of Arab spokespersons in Hebrew-language media.
- Promote diverse stories that bring people together – across fields such as economy, healthcare, education, innovation, culture, and more.
Position the Arab community as an equal and valued participant in the public discourse – not merely as an “other” being reported about.
Step Trust seeks to challenge the dominant negative framing and shift from a framing of fear, alienation, and violence – to one of hope, professionalism, and shared opportunity. At the heart of the project stands a team of Arab spokespeople who receive training and guidance, and participate in interviews, panels, articles, and studio programs – contributing a diverse, balanced, and professional voice as a natural and inseparable part of public discourse in Israel. Step Trust is more than a media initiative – it is a foundation for a shared future, where the Arab voice is not only heard, but present, shaping, and influential
?What is the reason for this
Kholoud Masalha
Journalist and CEO of I’lam Center
Mohamad Frage
Lecturer and Head of Customer Experience and Marketing at a healthcare organization
Steering Committee
Eitan Zeliger
Co-CEO and Partner at “Zeliger-Shomron Communications.” Expert in strategy, crisis management, and public influence.
Kholoud Ayouti
CEO of the Bustan Foundation, with extensive experience in developing educational and social initiatives that promote equal opportunities.
Tali Goren
Communications and Government Relations Director, former VP of Communications and Regulation at Keshet 12. Currently advises organizations and initiatives in ESG and social impact.
Yair Tarchitsky
CEO of the Movement for Public Journalism, former Chair of the Journalists’ Association. Entrepreneur and consultant in journalism, labor organizations, and social change.
Firas Khatib
CEO and Editor-in-Chief of Radio A-Nas, veteran journalist, former correspondent for BBC Arabic and Sky News Arabia.
Rusl Sadeh
CEO of Kulanu Association, former CEO of Al-Baydar, and former Director of the Statehood Initiative at Maoz. He works on policies for integrating Arab youth and promoting a shared society..
Tamar Ish-Shalom
Senior journalist and former anchor at Channel 13 News. Currently leads a podcast and international initiatives at the Jewish People Policy Institute (JPPI).
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Step Program 2025