In an age of endless scrolling and fleeting attention, it’s tempting to believe that the battle for public opinion will be won in 30-second clips and viral soundbites. But according to Fred Toczek, Board Co-Chair of Jewish National Fund-USA in Greater Los Angeles and prominent entertainment attorney, that assumption misses something essential.
Television and film, he argues, do what TikToks and social media debates simply cannot.
“TV and film have the ability to hit both your head and your heart,” Toczek explained in a recent interview. “They introduce us to cultures that we have no way of knowing.”
It’s a simple idea, but a profound one. Long-form storytelling doesn’t just inform; it immerses. It allows audiences to walk in someone else’s shoes, hear an unfamiliar accent, experience a different rhythm of life—and emerge changed. Not convinced by a statistic. Not overwhelmed by a lecture. But moved.
And movement, Toczek believes, is where real impact begins.
“We’re not going to win with history lessons. We’re not going to win with debates over facts,” he said. “We’re going to win ultimately with storytelling and humanizing Israel.”
That distinction matters. Facts are important, but facts alone rarely inspire empathy. Stories do. They show Israel not as an abstraction or a headline, but as a living, breathing society—one defined by innovation, compassion, and a relentless drive to improve the world.
Toczek points to areas where Israel quietly leads the globe: disability inclusion that prioritizes dignity and independence; water technologies that help sustain life in arid regions; and breakthroughs that ripple far beyond the country’s borders. These are not talking points. They are human stories—of people whose lives are better because Israel chose to solve problems rather than surrender to them.
“When people see what Israel does in these areas,” Toczek said, “you can’t come away from that and not be touched by what Israel truly is.”
This is why Jewish National Fund-USA is investing in stories that transcend borders and change perceptions. Through its Television & Film Fund, the organization is supporting film and television productions that showcase Israel’s beauty, diversity, and truth to global audiences.
However, the impact goes even further.
By nurturing Israel's film and TV ecosystem, the Jewish National Fund-USA's Television & Film Fund is creating real economic opportunities—especially in the country's northern and southern regions. These frontier areas hold breathtaking landscapes and deep cultural roots, but they have long faced economic challenges. Jewish National Fund-USA’s initiative is designed to help change that by attracting production activity that creates jobs for local talent, craftsmen, technicians, and service providers.
This push is part of a broader vision: to build thriving communities that can welcome new residents and sustain vibrant economies. Jewish National Fund-USA is working toward a bold goal of attracting 800,000 new residents to Israel’s Negev (South) and Galilee (North) —regions whose growth will anchor Israel’s future.
Film and television become catalysts for that future: showcasing the land’s beauty, unlocking new career pathways, and strengthening the social and economic fabric of Israel’s frontier communities.
“I’m biased,” Toczek admitted with a smile, “but I believe there’s no better way to do this than through film and TV.”
His words are more than a personal preference. They’re a clarion call—a reminder that storytelling, when paired with intention and investment, can uplift not just perceptions but entire regions.
Because in the end, hearts open before minds follow. And when people truly see Israel—its people, its purpose, its promise—the story speaks for itself.
