Parliamentary elections are about to take place in Israel. And as Grace Pascoe reports political parties have been actively embracing all available media resources to reach for potential voters.
Spreading the word via tv and social media. SOUNDBITE (HEBREW) PARENTS AWAITING BABYSITTER, SAYING: "Wow, the prime minister! What an honour, what are you doing here?" SOUNDBITE (HEBREW) ISREALI PRIME MINISTER, BENJAMIN NETANYAHU, SAYING: "Your ordered baby-sitter, you got a Bibi-sitter!" Political parties have pulled out all the stops in the run up to this week's polls in Israel. Attempting to woo undecided voters in every way possible and on every platform. Opposition leader Isaac Herzog's rebuke to Netanyahu's cute campaign also proved popular. The latest opinion polls predicting his Zionist Union may be nudging ahead of Likud. Marketing expert Ari Gottesmann. (SOUNDBITE) (English) SOCIAL MEDIA MARKETING EXPERT, ARI GOTTESMANN, SAYING: "Smart phones and broad-band access are ubiquitous today in Israel, everybody has one. Everybody is in front of their digital screen twenty-four seven, meaning you can reach out to somebody you can't get in front of him at almost any point in time. And if you are not there with video and with content that's strong and that provokes an emotional response from people you are missing out." 70 percent of Israelis use the internet daily. And these election videos are being noticed. Inbal Levi is a student in Jerusalem. (SOUNDBITE) (Hebrew) INBAL LEVY, STUDENT, SAYING: "A few days ago I even wrote a Facebook post about it. Saying that the election campaigns have become so childish that the next prime minister will be voted by the amount of Likes he gets." But engaging the electorate is more important than ever. (SOUNDBITE) (English) SOCIAL MEDIA MARKETING EXPERT, ARI GOTTESMANN, SAYING: "In the 2013 election 15 percent of the population was up for grabs, this year that number has increased to over 21 percent, which means we have a lot more spare votes out there." No party has ever won a majority in Israel's 120-seat Knesset. And whatever happens this time - social media will have played a big part.