An Israeli advert for a maternity ward is circulating among social media users. It represents a fetus wearing a military beret with the caption: “Received the Presidential Award of Excellence, 2038.”
The ad published in the right-wing newspaper Makor Rishon, for the Lis Maternity Hospital in Tel Aviv, portrays an unborn child as a soldier and dehumanizes Israeli children before they are even born.
The ad was strongly criticized on social media, especially in Israel where people argue that Palestinians allegedly use their children as weapons and raise them as terrorists.
Mairav Zonszein, an Israeli-American journalist writes in the Tel Aviv-based webzine, +972 Magazine: “As if women don’t have enough on their minds as they approach birth, now they must be reminded that in 18 years, their child will be conscripted into the army. Regardless of their politics, Israeli mothers (and fathers) go through hell when their children — specifically their sons — serve in the army.”
As if women don’t have enough on their minds before birth, they must be reminded that in 18 years, their child will be conscripted into the IDF. Regardless of their politics, Israeli mothers (and fathers) go thru hell when their children serve in the army. https://t.co/UBugR3cEp1
— Mairav Zonszein (@MairavZ) May 23, 2018
Many Israelis expressed anger towards the ad, demanding the hospital to remove it. Its spokesperson said: “This was a one time ad published in Makor Rishon.”
For Israel's top hospital, militarism begins at conception https://t.co/ITyIcUxO5M
— Edo Konrad (@edokonrad) May 23, 2018
Others likened the ad to ISIS propaganda:
This is worse than ISIS propaganda. Jeez.
— Magnificent (@Ironyisfunny8) May 23, 2018
Meanwhile, others had differing opinions:
If only those darned Palestinians didn't teach militancy to their children from an early age we'd have peace already.
— David Elbaum (@elbalm) May 23, 2018
The advertisement comes at a time where Israel is facing international condemnation for the killing of dozens of peaceful unarmed Palestinian protesters including several children and an eight-month-old baby, Leila al-Ghandour, who was exposed to gas fired by the Israeli army east of Gaza City.
