Strategic Assessment

Between July 2017 and December 2018, the BDS movement published four lists presenting what it casts as significant achievements by the movement during that period. This article analyzes the insights and the trends emerging from these lists with reference to the BDS campaign in particular, and the delegitimization of Israel in general. The article determines that the direct impact of many of the apparent achievements was limited, although some earned significant exposure and caused real damage. The main challenge posed by the BDS movement is at the cognitive level, in other words, its aim to instill negative attitudes toward Israel and blacken the country’s image. The campaign for Israel’s legitimacy is long and ongoing, and designed to influence the outlooks of different target audiences. Therefore, it is essential to measure and assess the threat represented by BDS activity and delegitimization efforts as a basis for shaping and planning Israel’s counter efforts.