A public relations campaign backed by Israel’s Ministry of Foreign Affairs was disclosed through filings under the U.S. Foreign Agents Registration Act. The campaign was conducted by Show Faith by Works LLC, a San Diego-based marketing firm led by Chad Schnitger. The disclosed budget was approximately $3.2 million to $4.1 million.
Campaign materials described the use of digital geofencing around selected churches and Christian college campuses in Arizona, California, Colorado, and Nevada. The stated purpose was to target people present at those locations with digital advertising.
The geofencing plan involved establishing virtual geographic boundaries around worship spaces and campuses during specified service or class periods. Mobile devices detected within those boundaries could be included in advertising audiences and subsequently receive targeted digital advertisements.
The campaign also described digital outreach, campus discussions, pastoral educational materials, partnerships with pastors and social media influencers, and a mobile exhibition referred to as the “October 7th Experience.”
The campaign became publicly known through federal filings and subsequent reporting. The filings identified Israel’s Ministry of Foreign Affairs as the foreign principal of Show Faith by Works LLC.
After the campaign was reported publicly, news organizations and advocacy groups contacted churches identified in the campaign materials. Many of the churches contacted reported that they had not previously been aware of the campaign or had not agreed to participate.
Following the public disclosure, project managers described revisions to the campaign. The materials indicated that the geofencing component would be reconsidered or replaced with other digital advertising, campus discussions, and pastoral educational materials.
The Foreign Agents Registration Act requires certain organizations and individuals acting on behalf of foreign principals in the United States to disclose specified information about their relationships, activities, and finances to the U.S. Department of Justice.
