The broadcasts emphasize the facts that Israel is a leader in environmental technology and that Israeli developments are in use all over the world. For example, Israel is a global leader in desalination with 40% of Israel's drinking water coming from desalination. Israel is also a global leader in the use of recycled water - 70% of Israeli wastewater is recycled and used in agriculture after undergoing a special purification process.
Prime Minister Netanyahu said, "Israel is offering to the world the pioneering green technologies that it has developed. The goal of the campaign is to the show the world Israel's great abilities in the field of green technology."
Environmental Protection Minister Erdan said, "Israel has solutions for the challenges facing the world today, such as the shortages of food and water. The campaign raises the international awareness of Israel as a global leader in green innovation."
The Foreign Ministry notes that it is working to strengthen global agendas as a component of Israel's foreign policy and adds that this policy finds expression in greater involvement in conferences such as Rio+20. Israel aspires to share its knowledge, experience, technology and innovations with the developing world in a spirit of friendship and good neighborliness, and as strategic policy tool pursuant to its foreign policy goals.